38%+ of OBC clients have a need for additional products and services
It’s true; on average 38% of OBC clients have a need for additional workspace and services. This need can be uncovered via a simple semi-annual client satisfaction questionnaire. I like to use Survey Monkey to administer the questionnaire – but other tools are available as well.
When I create questionnaires I build them with two objectives. The first is to underscore the operators’ commitment to the client and the second is to uncover additional revenue opportunities.
Historically, when I capture results from the questionnaires, the satisfaction level is typically quite high. I also include a question to determine whether the operator is adding value to the clients’ businesses. I get a huge smile if I can uncover this statistic because it reinforces that the operator is providing much more than a “box” to work from, the operator is adding value / contributing positively to their clients’ businesses (a good sound byte to use during the sales process to get out of the price death spiral)! Another interesting stat is that in most cases 97%+ of clients would refer the operator to a friend. What I enjoy asking is what the client would say when making the referral. You would be surprised by the answers. Perhaps the most powerful golden nugget is the number of clients that have a need for additional workspace or services that the operator was not aware of.
How do your clients’ feel about your operation? Are you adding value to their business? What would they say when referring your business to a friend? Is there demand from your clients for products / services that you are not aware of? When you create / distribute a questionnaire with the right structure and questions you’ll be sure to find out all this and much more.
Investing in customers…Pays…
Your Fortune = Your Clients
A while back I was shopping at a well know store. This chain has hundreds of locations across the country. Of course they have a branded credit card, and I was a cardholder at the time. I am no longer a cardholder. Here’s why.
I saw a huge sign promoting 25% off a particular item that I was buying. When I went to the register to pay, the woman told me that the offer is only for new cardholders and that since I already had a card I was not entitled to the benefit! What!?!
Your Fortune = Your Clients
Did I need the 25% off? No. Did I feel left out in the cold by the company? Yes. As such, I went home, cancelled the card and shredded it immediately. Guess what? American Express Platinum is willing to provide both their new customers AND existing customers with valuable rewards. I now charge all my purchases through their card.
I have seen time and again – office space operators using exciting promotions and intense outreach during the acquisition process, only to attract their customers once and in turn, abandon retention outreach.
What have you done for your clients lately? Read more
Please join us for our Webinar: Marketing in a New Economy. Top 7 “Must Do” Tips.
Over the years, we’ve tested a number of marketing initiatives to raise brand awareness and drive leads. Some initiatives included branding train and subway stations, wrapping busses and cars, touring mobile billboards and flying a plane with a flexible officing message over the Dallas Cowboy stadium. Great fun, really. And, these tactics were on strategy to support where that firm’s brand and business was at the time.
But, the fact is, you really need to nail down the basics before testing any out of the box media. During our Webinar on June 25th we are going to share with you a list of basic activities and provide tools to implement those activities the next morning.
Webinar - Don't miss out!Over the years, we
We’ll talk about core initiatives including how to:
- Educate, involve and engage the brokerage community
- Use “PR 3.0″ tools (ie: Social Medai) to really begin to raise awareness and build equity for your brand (and drive leads too!)
- Get more from your existing customer base
- Generate more leads from your website
- Reduce the chance of your sales discussion plummeting down the “price death spiral”
- Increase conversion rate
And, because I just can’t help myself….we are going to talk a bit about “BRAND”
Our discussion will be practical and actionable.
If you have any topics that you would like reviewed, just let us know by leaving a comment. We’ll do our best to address your questions.
We look forward to your participation! Click here for more info and to register.