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Critical Communication Skills That Will Save Your Sales + Make Your Business More Enjoyable: Part Two

You’re engaging your client list

regularly. Not only do they keep coming back, they’re bringing you new clients because they can’t stop raving about how great your service is.

The next step involved is to be clear on how well you work with each individual client. Because like all relationships, some might be taking much more energy than they’re worth.

You’ve still got your favourite clients. The ones that make it all seem really easy. They know what they want. You sell. They buy. Then there’s clients that are more work. You chase them for info. For payment. All that time and energy invested in these clients takes all the profit out of the sale.

You can easily make your communication, and your business, more effective and enjoyable by being aware of each client’s return on your time.

A simple but effective way to determine where to spend your communication energy is to divide clients into A B C D categories. Awesome, Basic, Can’t deal with, and Dead.

Every client is a good client if they’re buying from you. The difference between an A client and a D client is the amount of time you need to invest in them. Your goal is always the success of your business. This is a way to maximise your profits. The goal with every client on your books is to move them up to Awesome or Basic or move them out the door.

 How to make sure you’re doing the best for your business and your customers:

Print out a client list and decide which label suits them best.

Then meet them where they’re at.

Already Awesome? Great. But focusing on the needs of your A clients is the tip of the iceberg.

For your B, C and D lists, your goal is to move them up to awesome if that’s possible.

You want to re-educate where possible. Try to move them up the ladder from D to C. From C to B. And from B to A.

How can you do this?

Sales reports that show values of purchase. What percentage of your sales does each customer hold? How many purchases a year do they make?

This is the numbers based analysis.

Next, talk to your team and find out how these clients impact on our business.

Are they great to deal with? Do they create issues? Are they late payers? Do they order then change their minds? Do they refer new business to us?

This l

ist is endless, yet these are important questions to ask when understanding your client base and the impact they have on your business in both Time and Money.

How to make sure you’re doing the best for your business and your customers:

One of my clients, Rachel, had a regular client that was great in every way but one. They were having trouble managing cash flow, so Rachel was spending a lot of time and energy chasing payment. Taking a look at their relationship, they were clearly a B client that could easily be moved to an A. They sat down together and created a process where they were billed weekly instead of monthly in order to keep the invoice amounts manageable. By working together, the client was easily moved to the A list.

Another client, that had 30-day terms from end of month, created a specific process to work with their clients.

They did a 12-month sales study and worked out the Average Monthly Spend.

They then worked out 60% of this divided by 4 weeks and came up with that number.

The client then paid that amount weekly, thus reducing their end of month payment and helping them with their cashflow and also ensuing they never had to be chased for payment. Win Win for everyone.

These simple solutions saved a lot of time and energy, stopped costing money and increased customer loyalty.

How to make sure you’re doing the best for your business and your customers:

For clients that are D list, and unable to move up the list for whatever reason, it’s time to do a review and work out how the situation can be changed OR cut ties.

Quite often a D client (Dead) that is, could be worth a call for a few reasons.

Why did they stop using our services?
Are they happy with their current supplier?
How is business for them right now?

Get to know the situation.

You see, we all have different perceptions of clients and their values as well as our suppliers and their values. We don’t always see what’s going on behind the scenes.

Communication today has changed so much that we often forget the human element of relationships. Verbal and Face to Face.

Invest some time – as I mentioned last week – work through the list and never make assumptions that because a client seems D for dead, they may just be waiting for you to reach out.

How to make sure you’re doing the best for your business and your customers:

Feedback from your clients is essential in this process. If you notice a client taking more time and energy than usual, find out what’s going on. Sit down and talk to them. Perhaps they have a problem you have overcome yourself and you can help them manage their business better.

Nurturing your relationships can be the best thing for your overall success, but part of communication is knowing when to move on to a new focus.

This also works in reverse for you.


Do they invest time in you? Are they giving you great customer service?

Where do you sit in their ABCD?

How often are you reviewing their services?

I have a client that asked their main supplier for a new price list. They are told often they are a highly valued client, yet it took 6 weeks of constant phone calls and email to get the price list.

They are now being reviewed by my client and may potentially go to another supplier.

Are you looking at the opposite side of your clients and identifying if your suppliers are actually looking after you?

IF you would like to learn more about Vanessa read here

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