Every business owner knows that clients are the main driving force of success. Happy clients who keep coming back can become your best brand ambassadors, build your reputation in the industry, and set you up with success stories you can use to grow your business.
However, managing clients isn’t easy, especially in the B2B world. Today’s clients are more educated, more sophisticated, and more demanding than ever before because if they’re unsatisfied, there’s always a line of competitors waiting to lure them away from you.
U.S. companies lose as much as $140 billion per year to avoidable customer switching, and a lot of that has to do with them failing to set up effective client management practices.
Luckily, even though it’s a big issue, not all brands have to deal with high client turnaround. By implementing a few best practices and using the right tools, you can take client satisfaction to a new level above what most of your competitors can offer.
In this article, let’s look at:
- What is Client Management;
- Why is Client Management Important;
- How to Manage Clients More Effectively;
- And the Recommended Tools you should be using.
Ready to get started? Then read on below.
What is Client Management?
Client management, also known as customer relationship management (CRM), is the process of initiating, developing, and maintaining relationships with clients.
It encompasses every aspect of the communications between the company and its customers, helping businesses stay on top of each client’s priorities and needs and enabling it to provide the best possible services.
First and foremost, client management is about figuring out precisely what the client needs and what motivations drive them to seek out services in the first place. Then, the company can use this information to offer the most relevant solution in that situation, which helps increase satisfaction and drive more sales.
Over time, good client management practices can enable a company to make predictions about the clients’ needs, allowing the business to cater to new clients much more effectively.
Finally, with a robust client management system, you can communicate with clients across multiple channels, ensuring that they receive timely help and guidance the way they want to be reached.
Today, most companies use Customer Relationship Management solutions to streamline and automate many processes related to it. At the same time, many businesses use lead generation tools like TaskDrive to enrich their lead and customer data to enhance the client management process and make it as targeted as possible.
Why is Client Management Important?
Client management is crucial to B2B business. Whether you’re trying to close enterprise deals or want to find the decision-maker in any company, the insights you gain from client management will help you across all parts of your business.
To drive home the importance of client management, let’s look at some of the benefits it can offer below.
The ultimate goal any business has is to make more sales. And with the help of client management, you can optimize your entire marketing and sales process, making more informed decisions that ultimately help you sell more effectively as well.
After all, selling to existing customers is as much as 70% more likely than to new ones, so having a proven system for managing clients can become a solid foundation that helps consistently improve sales performance.
You can use the insights you gain from client management to customize content for each stage of the B2B buyer’s journey, providing more relevant information and offering products that your clients can benefit the most from at any given time.
Selling to your current customers is great. But it’s even better when you can also leverage those same customers to grow your business and attract leads that are already predisposed to trust you and believe you can help them.
If you nurture and develop lasting relationships with your current clients, you can then leverage those relationships and get them to recommend you to their peers. And no amount of ads or promotions will get you as many high-quality leads as referrals, which is why focusing on your current customers might end up being your best marketing strategy in the long term.
Learn More About Your Ideal Customers
As you communicate with your customers and guide them through their buyer journey, you will inevitably discover insights about what they need, what they like, and how they want you to position your offers.
However, if you have a systemized client management system, you can supercharge the entire process, collecting more data and discovering the biggest opportunities for improving your offers and making more sales in the future.
How to Manage Clients More Effectively
The advantages of having an effective client management process are easy enough to understand. But actually implementing a system for better client management is a different story.
Purchasing a single CRM software and calling it a day simply won’t cut it, and you’ll have to take the time to understand your audience and your business if you are going to put the theory of good client management into practice.
With that in mind, let’s look at some of the crucial steps you’ll need to take when developing a client management strategy that will help you win and retain more customers.
Understand Your Client Needs
The first step of implementing a better client management process is getting to know your clients and their unique challenges. This may seem straightforward, but many companies end up relying on assumptions instead of verifying what their clients want and need.
Luckily, if you already have clients you work with, the process of gaining more insights into their needs is actually relatively straightforward.
For one thing, as your sales teams work with clients and go through the usual steps, set up a process for reviewing satisfaction and collecting the feedback and input you receive from them. In the calls and email chains that your salespeople have with each client, there are plenty of nuggets that can help you gain insights about what your best customers really want. You just have to be willing to dig for them.
At the same time, you can take a proactive approach to gaining insights and organize surveys, set up polls, or even run interviews with your customers designed to understand their priorities and how you could improve your services.
You can also use tools like TaskDrive to gain insights about leads and even account-based clients, helping you refine your sales processes and provide more relevant solutions based on data you can actually use.
Managing clients is not just about reacting to their requests. It’s also not just about putting out fires and fixing issues as they arise. Although both of these are part of it.
If you want to take control of how you manage clients, you will need to develop processes that allow you to predict the challenges you will face and develop proven solutions that minimize the damage and keep clients happy.
That means you’ll need to be proactive and ready to tackle any challenges head-on, setting up processes that will prevent those same issues from occurring next time.
You need to show your clients that their success is your top priority and come to them with solutions instead of excuses and promises. If you use the right tools, controlling the various aspects of client management can become easier. However, you still need to be willing to take steps to ensure client happiness and be the professional services provider your clients expect you to be.
Set Clear Expectations
When working with a new client, it’s natural for salespeople to want to get them excited about the possibilities of working with you. But while that’s an essential part of the sales process, it’s also important to be mindful of the types of expectations you are setting and whether you will meet them.
So, while you should be confident in the results you can deliver, you should know what you can realistically offer and then educate the client on how the results might vary, what the timeline could be, and when they can expect to see results.
This way, you will (in most cases) avoid having to deal with a frustrated and impatient client and can instead work with them through the process the way that you originally intended.
Provide Value and Nurture Leads
When it comes to B2B sales, educating your leads is just as important as the sales process itself. In fact, it’s actually at the heart of what highly effective sales are all about.
Educated customers will know why your products and services are valuable, why they need them, and what results they can expect. You will have a much easier time communicating and dealing with potential hurdles and will also know that the clients will be in a position to reap the most benefits from what you have to offer.
That’s why providing value and nurturing your leads through content, calls, demos, and workshops is an integral part of any client management strategy.
Even after you make the initial sale, you need to keep the communication lines open and continue guiding the customer forward, helping them progress while reiterating the value your business brings to the table.
As we’ve mentioned multiple times throughout the article, a successful client management strategy largely depends on the types of tools you have at your disposal. But the good news is that even if you’re a small business, there are plenty of options that can make the job of your sales and marketing teams much easier.
Let’s look at a few of the leading solutions in 2021 below.
The amount of data you have about your clients has a significant effect on how well you can cater to their needs and how effectively you can manage your relationships. But your marketing and sales teams are busy and don’t always have the time to perform the necessary research about your customers.
In these cases, even the best CRM solutions fall short simply because of inaccuracies in the data that you have, creating additional obstacles your sales team has to overcome and making it more challenging to reach the right person with the right message.
But that’s where TaskDrive can come in and take over the process for you.
Our services revolve around simplifying your CRM database management, helping you keep your databases up to date, enriching them with more data about your clients, and verifying contact details so that you can always get in touch with the right person.
With the help of TaskDrive, your sales team can focus on building lasting relationships with clients by using data that is verified, accurate, and in-depth.
If you work with big accounts, TaskDrive also offers comprehensive account-based insights services, including detailed account mapping, account insights, and identifying the key decision-makers.
Pipedrive is one of the leading Customer Relationship Management (CRM) solutions in the world, used by tens of thousands of businesses around the world.
It’s super simple to use, offers a range of automations that can make managing clients much easier for your team, and ensures your team stays on top of every lead and customer with timely reminders of when to best reach out.
While there are many CRM solutions to choose from, the simplicity and powerful features offered by Pipedrive make it as good an option as any. Tasks like manual data entry become a thing of the past, which is essential if you want to empower your sales team to make the most out of their time.
So, even though it’s not necessary to use Pipedrive, as there are other alternatives that have similar features, using a comprehensive CRM solution is essential if you want to run an effective business and have control over your client management.
Zendesk is mainly a customer support tool, but it has managed to combine sales and support features to create a powerful tool for ensuring your prospects and customers have positive experiences when dealing with your brand.
By providing sales teams with access to support interactions of each customer, it gives more context into the types of specific challenges the customer is facing, making it much easier to offer them tailored solutions.
With support and sales teams working together, you can provide unified and more consistent communications to every client, making it easier to guide them through the buyer journey and their obstacles.
ActiveCampaign is primarily an email marketing tool, but it also has powerful CRM features that make it an intriguing option for client management. Primarily, you can use it to create highly customized email campaigns that educate and nurture your clients until they are ready to make a purchase.
It also has powerful lead scoring features, enabling you to track and measure the lead scores and deals with each client, keeping your sales team involved and allowing them to choose the right approach in every situation.
To succeed with client management, you need to be willing to work with your clients and take a proactive approach to solving their problems.
But at the same time, you need to empower your sales team with the right tools, such as TaskDrive, which provides them with in-depth information and helps them cater to each client’s unique needs.
If you take a structured approach to lead management and use the tools outlined above, you’ll be well on your way to matching and exceeding your clients’ expectations and building a reputation that will make you a leader in your field.