A step-by-step guide to client engagement

Amit Trivedi, noted trainer and author simplified the process of client engagement at Cafemutual Ideas Fest 2022 (CIF 22). He shared with the attendees a simple 10-step guide to engage with clients meaningfully. 

1- Start with the why

Amit brought out the essence of client engagement by citing the popular proverb, ‘Out of sight, out of mind’. Tweaking this Amit said, “Out of sight, out of mind may lead to out of business.” He further added, “It is important to determine the reason behind any particular engagement.” Start with the agenda, know what you want to achieve out of the engagement - lifetime value, referrals, testimonials, etc.   

2- Preparing the ground 

Know your clients better by gathering information about their preferences, likes, dislikes and family. You may not be able to gather everything together, accumulate it over time. Next, determine your value proposition in line with your clients’ needs. Lastly, design your toolkit which includes product brochures, storytelling, etc for communicating effectively.           

3- Deeping the relationship 

The three keys to deepening client relationships are respecting time, reading and being with clients/prospects. Respect your clients’ time, be on time and deliver on time. Next, read a lot and be worldly-wise. You may read books, blogs, attend seminars, webinars or even watch videos. Lastly, spend more time with your clients/prospects. 

4- The human side of client engagement 

Understand your clients’ emotions and empathise with them. Also, do not shy away from opening up and showing your emotions. Amit said, “Let your clients know - I am as human as you are. I have also been through similar problems and have faced similar struggles. Show that human side.” Furthermore, human beings like stories. Jargons, numbers, charts and tables are fine, but seamlessly weave them into your stories.    

 5- One secret of communication 

Speak less and listen more. Listening more helps in knowing more about clients.  

6- Ask, Ask, Ask 

One of the key tools of communication is to ask questions. Asking questions make your clients feel that you genuinely want to know more about them. This makes them comfortable and encourages them to engage in meaningful and detailed discussions. But what to ask for? Ask questions to understand their needs, ask for business and also remember to ask for referrals. 

7- Watch your words 

Use clear language and leave no room for misinterpretation.  Be responsible not only for what you say but also for what your clients understand. Further, be mindful of your clients’ emotions while setting the tone of any communications. 

8- Opportunities to engage 

There are numerous opportunities to engage with clients - personal, product-related, market-related, etc. Portfolio reviews and newsletters provide an opportunity to customise client communications. Likewise, client meetings provide great opportunities to personalise relationships.     

9- Best friends stay in touch

There are at least 48 annual opportunities to interact with clients. But remember to keep them personal.  

10- Calendarise - Make it a habit 

Calendarise each interaction opportunity to receive timely reminders. This helps not only to be more organised but also to deliver on time.

How much is too much? 

Amit concluded his session by taking up an important question - Is there something known as too much communication/engagement? 

“If there is quality communication. If it is useful to clients. If it is short and if there is honesty in it. There is nothing called too much communication”, said Amit. He further added, “The communication must have gravity and levity i.e. it should capture the seriousness of the relationship and at the same time it should be light.”