Dominic Scott

Be Client Centric

Being Client Centric Means Thinking Outside of the Box

When I think of a fun time, listening in on an earnings call doesn’t come to the top of my list. But in a previous position, I asked my team members to do just that every quarter. What better way is there to learn more about the inside of our clients’ businesses?

One day, one of my employees and I were talking after she had finished listening in on one of our biggest clients’ quarterly call. She mentioned that the company was asking its franchisees to install a new grill for their upcoming sandwich line.

“But that really has nothing to do with us, though,” she said.

As a media company who helped run digital and direct response campaigns for the client, she seemed correct on the surface.

“Wait a minute,” I replied. “There’s something here.”

Over the next few days, I kept thinking about what my employee had said and how I knew we could determine a solution to help our client in an out-of-the-box way. They hadn’t asked for our help in the situation, but I knew that they would have a hard time getting some of their franchisees to participate.

Finally, it hit me.

I called up our client and talked to them about a plan to support these new sandwiches in advance—a plan that meant better marketing and incentives to successfully roll out their new grills in stores. Not only did this plan help our client solve an issue they weren’t even aware we could help them with, it also helped our company win an additional $500,000 in sales that we otherwise would’ve never seen.

Find the gold nuggets for your clients

Being client-centric doesn’t just mean following through with client requests. It means going above and beyond to understand your client and their business model inside and out. It means building deeper relationships to not just be another vendor, but to become a true partner.

Find ways to learn your clients’ top goals, and then dig for connections to support them achieve those goals. You don’t have to stick to only learning about the arena you typically help them in. By becoming more engrained in their business, you’ll discover that you can also support them in ways you didn’t think were a possibility before.

Uncovering client information may not always be easy, but there are a variety of forms and channels to use when trying to learn about their key strategies.

By thinking outside of the box and learning about all aspects of your client’s businesses, not only can you find new ways to help them, but also new ways that your own business can pivot and grow.

Key Takeaways

  • Finds ways to learn your client’s top goals.
  • Dig for connections to support the client’s top goals.
  • Client information on key strategies comes in many forms and channels.