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Why Do Your Clients Choose You?
- Written by Adrienne Bullock, CEO of The Personal Touch
Published in DLB, The New Zealand Direct Marketing Magazine,

Most companies pride themselves on their expertise, experience and technological savvy. We proudly display qualifications and awards. We make sure that staff are up to date with the latest trends, legal issues and technical know how. And yet, is this really why your clients choose you?

The reality is that people expect your company to have all of the above, otherwise you wouldn't even be considered in the first place. The real reason why people choose you is because they like, know and trust you.

Ask yourself, when you're looking for a professional, how do you choose from the alternatives? You want a company you can rely on with a good track record. You want someone who understands your situation, someone you can relate to and vice versa. You ask around because you want to take the guesswork out of your decision.

And yet, how many companies spend more on "technical" staff training than they do on upskilling staff on "people skills"?

To be liked, be of like mind. Find out what your customers like about you and why they chose you. Show an interest in what matters to them and they'll love you the way you value their opinion.

It's not just who you know, it's who knows you. Get to know your customers by encouraging regular dialogue with them. Don't make the mistake of assuming that your direct mail offers, newsletters or mail-merged emails are enough. You'll end up treating your customers like wallets waiting to be fleeced and they'll think that you just run on autopilot.

Trust is the glue that binds your relationships together when it matters most. Here are a few tips to help you build trust:

1. Tell it like it is. People respect honesty; they want to know the good, the bad and the ugly.
2. Be reliable. Do what you say you will, when you say that you will do it. How often does this happen?
3. Make your customers feel special. Saying thank you never goes out of style, but make sure that you say it like you mean it. The quickest way to make people feel cheap is to be cheap. And remember, be careful with branding, the focus must be on your customer - not you.

Don't make the classic mistake of neglecting your people skills because you cannot put a dollar value on them. In today's technical age, these skills are the very thing that will really make your company stand out in the crowd.

*Adrienne Bullock is on the Northern Branch committee of the NZ Direct Marketing Assoc. She is also CEO of The Personal Touch, a Customer Relationship Marketing agency which specializes in CRM training and solutions. Check out more ideas online at www.thepersonaltouch.co.nz or email Adrienne at cards@thepersonaltouch.co.nz .