Right now, while you are reading this, before you read the next paragraph, make a note in your diary to call your biggest client during this past year later today. Not email. Phone.
You will call to say thank you for the business. I know it sounds wimpish. But humour me.
While you’re at it, diarise the same day/time next week to phone your second biggest client. Repeat weekly until you’ve spoken to your top 25 clients. Then start again.
We small businesses do not have a brand. Nor do we need one. We have a personality. We are human. We are authentic. That beats a brand, hands down.
Brands recreate themselves every few years. The people behind brands are anonymous souls who keep changing jobs. That is why brands need relationship managers.
You, on the other hand, ARE the relationship.
Make it a heartfelt thank you. This client is the person who paid many of your expenses this past year.
You can say something like …
Good morning, Mr Johnson.
This is [your name] from [your firm].
I’m calling to thank you for your support this past year. In times like these, having a client like you has made a big difference to me. And having somebody that pays on time is a joy. So, thank you Mr Johnson.
Then be quiet for a while, and let them speak. Ask how their business is doing in the middle of this climate. But the key is to say a simple thank you.
Few people do this. Yet all of us should. When last did you receive such a call? How good would it feel to receive one?
Selling is the entire point of your business. Selling is about relationships. But we’re too busy to remember to say two crucial words: “Thank You.”
Some insta-gurus say your clients should be thankful to have your help. So you shouldn’t use words like “please” and “thank you”. Wrong.
In closing, one of my clients used this idea a few weeks ago. The stunning response: “Nobody has ever done that before.” Another got a new freelance job for three months. A bunch more got more sales. This is not cold calling.
You can read more about the intense value of staying close to clients here.