Developing lasting client relationships is a must for B2B organizations. The trust and connection you build with your customers can translate to renewals, upsells, and referrals. Not to mention positive PR for your brand. Here we take a look at a few key ways to create lasting client relationships.

Be Upfront And Transparent

Transparency reigns supreme in the B2B world, and the more clearly you outline what a client can expect from your product or services, the more likely they are to be satisfied and become an advocate. Since purchase decisions can be made across multiple levels of an organization, ensuring everyone involved knows what they receive in advance is critical in creating loyal customers.

Deliver On Your Promises

Once you’ve communicated precisely what a customer will be receiving, it is a must that you deliver on that promise. Fulfilling expectations and, at times, overdelivering is the best way to retain customers. This is also why setting clear expectations is so important. There will be times where extenuating circumstances or misunderstandings cause you to underdeliver. In these cases, it may be necessary to go above and beyond to make things right. Immediately addressing and correcting an error in itself can help you to retain customers.

Develop A Real Relationship

People buy from people that they like and trust. Continuing to build relationships with your clients involves sharing a bit about yourself and allowing them to open up about themselves. Humanizing your brand only happens when the humans act human. This could be as simple as sharing about your favorite music, food, or sports team. It doesn’t have to be super personal. The more common ground you can find with a customer, the stronger the relationship will be.

Create Client Marketing Campaigns

Consistently keeping your name, products, and services in front of your clients with email workflows allows you to nurture and upsell them. While you want to be careful not to inundate them with emails, it is important that you stay at the top of their mind. This ensures they don’t wander off looking for solutions from your competitors. The more valuable, personalized, educational, and entertaining these emails are, the more successful they will be.

Engage With Clients On Social Media

Social media offers an excellent platform to engage customers and build relationships. Adding your clients to your social media pages, following their company pages, and engaging with their content is a great way to build trust and camaraderie. The occasional direct message to simply show support or wish them well during the holidays can go a long way. It also gives you a non-invasive way to continue to put your products and services in front of them.