Each client you bring on represents an opportunity to create a long-term business relationship. Continuously providing value to your current clients will result in delighted customers, who not only continue to do business with you, but may bring others with them. Here we take a look six ways to maximize your B2B client relationships.

Exceed Expectations

Setting clear expectations and then exceeding them is perhaps the best way to build customer loyalty. Loyalty leads to an increase in revenue as well as word of mouth advertising. “There's no straighter road to success than exceeding expectations one day at a time. Give more than is expected, love more than seems wise, serve more than seems necessary, and help more than is asked. Exceeding expectations is where satisfaction ends and loyalty begins.”

Create A Referral Program

Referral programs that offer clients valuable incentives for directly bringing in new business for your organization can be very beneficial for both parties. “Anecdotally, there are some incredible success stories associated with customer referral programs. In fact, one study found that referred customers were both 15% less likely to churn and 25% more profitable than customers who were acquired through other means.”

Implement Email Nurturing Campaigns

Marketing automation has allowed for the creation of email drip campaigns that give you the ability to nurture prospects and clients on a mass scale. Current clients should be placed into their own workflows that communicate educational content as well as additional products and services that may be beneficial to that client. Segmenting your lists by industry, job role and previous purchases will allow you to send more personalized content to a particular group.

Develop Client-Only Discount Offers

Offering discounted rates or packages can be a great way to upsell current customers and maintain long term relationships. A small incentive as a thank you for being a loyal customer can go a long way. While you still want to ensure you remain profitable, your offer should provide true value to your client. Detail what benefit you believe your offer provides to the client as well as the typical cost versus what you’re giving them.

Be As Transparent As Possible

Transparency has long been a buzz word in the business world and is still of vital importance when trying to establish repeat business. Being clear about what your products or services can do, as well as their limitations, will help to establish realistic expectations. Answering any and all questions openly and honestly is one of the most important things you can do to establish a strong business relationship.

Schedule Regular Client Meetings

Meeting with clients on at least a bi-weekly basis will help to establish better communication. Communication is important in any relationship and it is no different in the business world. These meetings let your clients know they are important and allow you to address any problems or questions in a live touch setting. Email is a great way to address small details, but a regularly scheduled phone meeting will help you to better address any major concerns.