Proactive vs Reactive – a benchmark in professional services

The default approach to servicing clients is to respond to requests, queries and even problems, promptly as they arise.  While this is of course good practice, it’s also the minimum expectation from professional services.  In other words, it’s simply okay.  It’s the job in its most basic form.  This approach offers no point of difference […]

The default approach to servicing clients is to respond to requests, queries and even problems, promptly as they arise.  While this is of course good practice, it’s also the minimum expectation from professional services.  In other words, it’s simply okay.  It’s the job in its most basic form.  This approach offers no point of difference from your competitors, and as such, no competitive advantage in market.

The bar has shifted.  Businesses now need to go further and aim to surprise and delight clients with superior service – taking a proactive approach.  This means approaching clients with solutions to problems before they’ve asked you to solve them – or better still, before they even realize that the problem exists.  This approach is not only possible, it’s increasingly expected – and it can prove to be quite profitable.

The key of course is in the client relationship.  It requires a deeper understanding of the client, their business, their points of pain and also their future plans and business ambitions.  This deeper understanding enables you to reach out to them with solutions to problems before they occur, or with strategies for growth they’ve not yet considered.

Taking a proactive approach doesn’t just mean being first to raise issues though – here are 5 actions you can take to demonstrate a more proactive approach towards your clients:

1. Regularly catch up with clients to talk through business and ask for feedback – here’s where you find out about your clients’ needs and objectives, any upcoming business and challenges, weaknesses and points of pain. Make sure you also ask for feedback on the service your business provides so you can rectify any niggles early before they escalate into real issues.
2. Own your errors – if you discover an error in your work, get on the front foot and let your client know straight away. It’s always best (and appreciated) if your clients hear it from you directly, rather than discovering it for themselves.  Everyone makes mistakes from time to time, but being on the front foot and owning the situation can go a long way to building and maintaining trust.
3. Surprise and delight clients with thoughtfulness – build tons of goodwill by intermittently showing clients that you listen and care. It could be anything from a bottle of wine to say congratulations on a new product launch, a card to say happy birthday, or just a text to say good luck with your pitch presentation today.  Even the smallest of token gestures can go a long way in further strengthening your relationship.
4. Act on the feedback you receive – if you receive some negative feedback from a client, it may seem obvious to rectify the situation for that client quickly, but don’t stop there. Review how other clients may be impacted and ensure you act to proactively address the situation for them before it becomes a recurring issue for your business.  Likewise, when you get positive feedback, consider how you can replicate what you’re doing across other clients.
5. Create content that addresses common questions and issues from clients – if you find you’re often answering the same questions for different clients, working to solve similar issues, or providing similar solutions across numerous client businesses, consider creating web content which proactively addresses these. Many people like to find answers and solutions for themselves, so make these easy to find and access.  Don’t think of this as removing the need to talk with clients, you should still be available as required, it’s just about empowering your clients to resolve their own issues if they choose to do so.  FAQs are a great way to answer common questions, or if you need to provide more detailed information, consider doing this through articles, blog posts or even webinars.

Jadeja Partners – Call for an obligation free discussion
Phone:         1300 523 352
Web:            www.jadejapartners.com

Magnus Yoshikawa
Mobile:         0408 885 944
Email:          magnus@jadeja.com.au