Tuesday, July 13, 2010

Relationship building turns tough accounts into friendly clients

Showcasing experienced entrepreneurs offers an added marketing communications or social media element to help promote their businesses. In addition, it provides a forum through which they can share solutions to unique business challenges that might be the answer to a similar challenge with which yet another entrepreneur is struggling. This openness of information flows with the following story offered by

Norwin A. Merens, managing director
NM Marketing Communications, Inc.

Established in March 1999, NM Marketing Communications, Inc. in Glenview, Illinois, is a boutique B2B marketing services, public relations and special events management agency that develops and implements growth strategies for North American professional services firms, manufacturers, distributors and trade associations. We take a personal interest in working with our diverse client base and are committed to their long-term business success.

Among the attributes that differentiate us from other agencies are the weekly calls we make to key client contacts and arranging in-person visits on a bimonthly basis. It’s simply not enough to send clients a string of emails and hope they know what we’re telling them.

Our ideal client is typically a mid-size business or nonprofit group that values the benefits of an ongoing business relationship and encourages “open” communications with a professional marketing services firm. The client recognizes that we’re available to meet and strategize with them, review/evaluate a media calendar for possible business exposure or simply be available by phone to answer questions. We find that an ideal client recognizes what they don’t know and is receptive to recommendations that ultimately can further their business development or market visibility. It’s really wonderful when we’re able to work with an organizational contact that understands and appreciates why they really hired us.

Developing strong business relationships with those occasional clients who act very distant at the outset is always a challenge. There have been times when I was ready to discharge such accounts because they were extremely difficult to work with and they didn’t seem to have any interest in cooperating on various business matters no matter how routine or complex.

With these types of accounts, I worked hard at mapping out a customer relationship plan unique to each client. I got to know the individuals involved not only on a business level, but also strived to know them on a personal level. Establishing a consistent stream of communications, fulfilling their demands, and anticipating their future needs has led to friendly working relationships among these now solid accounts that are flourishing with no obstacles in sight.

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