Vertical Relationships Build Business

VERTICAL RELATIONSHIPS BUILD BUSINESS

by Emily Huling

Front-line personnel — account managers, customer service staff, accounting, and reception — are often excluded from participating in the cultivation of client relationships. This is a big mistake. Without the involvement of the front-line staff, all parties suffer.

Think of it this way. Picture a ladder, whose steps attach to vertical supports. The more securely attached the steps are to the vertical frame, the stronger the ladder. When front-line personnel at all levels of the business develop strong bonds with their client counterparts, the relationship ladder strengthens.

Your business and its people will benefit personally from front-line to front-line relationships in two ways:

First, more eyes and ears will be available to keep abreast of what’s going on with your client’s organization. Staying alert to cutbacks, business growth, and management changes can bring opportunities to your firm or identify unsuspected problems that could damage or end the relationship.

Second, teamwork and communication will be enhanced in your organization. All parties who work with a client will benefit from knowing as much as they can and sharing information. Clients benefit by having several people familiar with and responsible for the relationship, which makes it easier for everyone to do business.

Here are some suggestions for creating successful vertical relationships:

Use a welcome board for visitors. Most guests have appointments with one, maybe two, individuals in your firm. However, there are others in the organization who do business with that guest. If they’re not included in the scheduled meeting, they might not know about the visit. A welcome board serves two purposes: it makes the guest feel expected and welcome and alerts everyone in the office that you have guests that day. Front-line personnel have the opportunity to do business during the visit or simply to cultivate the relationship.

Encourage clients to deal directly with front-line staff. Who’s better equipped to handle a customer service problem or investigate a payment issue? Clients want to do business with the person who’s best able to handle the situation. Frustration mounts on all sides when a salesperson or manager gets involved unnecessarily. This is inefficient, and undermines the front-line to front-line relationship.

Have front-line staff introduce themselves personally to their clients. Personally means making contact through either a phone call or a personal note with a business card enclosed. Even when the servicing staff’s names and contact information are on the proposal, this added personal touch reinforces your business’s commitment to supporting the front-line/client relationship.

Encourage front-line staff to visit their client’s offices. Making visits to client offices to have documents signed, gather account information, and deliver products frees the salesperson and strengthens the front-line staff/client relationship. This relationship should begin during the prospecting stage. Clients benefit from having a team handle their business who can serve them more efficiently than one person.

Invite clients to participate in educational sessions for your front-line personnel. Consider all kinds of educational workshops including software training, CPR and personal safety courses, professional presentation skills, investment classes, or a golf or fitness clinic. These classes are terrific ways for people to get to know each other while exchanging meaningful information.

Making a commitment to strengthen front-line to front-line relationships with clients will build your business, help educate and retain employees, and boost teamwork and morale. How can you afford not to do it?