Client Advisory Boards…

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What do your best customers REALLY think of you?

Imagine one of your customers is standing around at a BBQ with several other consumers, and they are discussing the very product or service that your business offers. 

What will your customer say about the performance of your business?

Will it be positive?  Negative?  Or worse yet, will it be nothing at all? 

Will your customer, instead, be silent, listening carefully to what is being said by others while internally running down a list of comparisons between your firm and your competitors?

Even if they aren’t talking about you to other consumers, your customers are evaluating your business every time they deal with you-on the phone, through the mail, on the premises.

An important thing to remember is that it’s the non-technical aspects of what you do that are noticed most by clients.  Customers will choose to purchase from your competitors not because of the quality of the product or service, but because of the way they were treated. 

It comes down to the issue of perceived indifference-the little things that communicate to the customer that they aren’t as important to you as they think they should be.

Do you know what your business’ areas of perceived indifference are?  Your phone procedures?  Your billing procedures?  Your customer service?  Accessibility? Timeliness?  Convenience?  You owe it to yourself and your team members to find out what those areas are and fix them-now!  And the best way to do that is through a Customer Advisory Board (CAB).

A CAB is a meeting where 6-10 of your most profitable customers are invited to give honest, constructive feedback on one or more areas of your business’ performance, and brainstorm innovative ways that you can make improvements.   

We want to hear from our most profitable clients on how we can appeal even more to such clients and how to find more of them. We want to ‘get into their heads’ and discover their real fears, doubts, and desires of dealing with us. 

The meeting should be facilitated by a neutral party (we can do this for you), and it should be recorded for you to review later.

Customers who participate in the CAB need to feel that it will be valuable and that their time is appreciated.  You need to let them know that you really need and want their help, and that you will make a commitment to implement and test their suggestions.

Customers love being invited to such events, they feel so appreciated and as a consequence they bond even closer to doing business with you. 

In addition to a personal thank you note or gift following the meeting, you also need to make sure you follow up with action (e.g., a list of issues raised, action steps to address them, names of team members who will be responsible, and deadlines).

Implement some of the simple, workable suggestions right away.  It’s a great way to show customers that you’re committed to change.

Our way of doing things is unique and it’s why it produces unique results for our clients…

We would love the opportunity to help you clear your head on what is the right way for you to accelerate your business… 

We highly recommend you watch this step-by-step case study of how we grew Beefy’s Pies into a Famous Aussie Icon from a small stressed out bakery into a family owned chain. Click here to get all the insights into their success…

Or if you have heard enough about how we work with our small business owners, then let’s have an off the record chat about your current situation and see what we can do to immediately guide you…click this link to see what time best suits you.

Wayne Hutcheson

P.S. Ask if our Boardroom Program intake is open for enrolments…It works best for business owners who see the benefit of having us on as their ‘external partner’ so that they are not alone in the day to day decisions of their business. 


About the Author:

Wayne Hutcheson is a Coach of the highly regarded Grow Business Grow Boardroom Program. He works closely with a hand full of clients to help them achieve growth in their business and to enjoy 'guilt-free' time away from their business without it affecting their profitability.
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