Two young Canadian boys named Parker and Marshall, mooching through the woods of Banff National Park were suddenly confronted by a ravenous Grizzly Bear, more than twice the size of both boys combined.

Parker froze with panic as Marshall bent down to re-tie his shoe laces.

            “Marshall, what are you doing?” whispered Parker. “We’ve got to outrun this bear.”

            “No, Parker,” replied Marshall as he pulled his laces tight and double knotted them. “I’ve just got to outrun you.” 

To say competition is fierce in the current economic climate is an obvious understatement. Consumers, clients and suppliers alike are looking for any excuse to restructure and cut costs. Now is the time to look after your existing clients. Tighten your laces; you have to outrun your competition.

1.         Return phone calls and emails promptly

            Lack of response is one of the most common client complaints and

            a good enough reason for a client to desert.

2.         Keep your voicemail updated when out of the office

How often do you leave a message when bored to death by the monotonous mumbling of the average voicemail recording? When was the last time you changed your greeting?

Keep it updated when you’re out of the office. Inform callers where you are and when you will be available. Be interesting. Be yourself. Professionalism doesn’t negate personality.

3.         Keep clients updated with contact details

Ensure all your clients have current contact details of everyone who works on their business.

4.         Never assume clients are happy

Call your clients regularly to get feedback from them. Ask them the all important question, “What’s important to you right now?” And don’t ignore the answer; act on it.

5.         Meet all deadlines

Under promise and over deliver. Keep clients updated throughout the entire business process.

6.         Get to know your clients’ staff and secretaries

These are the “Gatekeepers” to the treasure you seek. Be genuinely courteous to them as you will always need their help.

7.         Be aware of the market place

As well as keeping up with your own industry sector, get to grips with the areas that affect your clients so you know where they are coming from.

8.         Be aware of your clients’ competitors

Compare the websites of your clients and their competitors to keep on top of news and changes that affect your clients.

9.         Introduce contacts to your clients

            Help them to build their business network.

10.        Offer free seminars and meetings

Consider focus groups or drop-in centres on various issues. Invite clients to share issues and ideas. A problem shared, and all that…

Do these things and do them well. Be different to your competitors and make yourself invaluable to your clients.

Don’t stand out – be Outstanding.