Laura Petrolino

Four Client Communication Rules that Will Grow Your Business

By: Laura Petrolino | February 27, 2017 | 
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Four Client Communication Rules That Will Grow Your BusinessWe are in the business of communications, but time and time again I hear stories of client communication gone wrong.

To be successful as a PR pro, it’s not enough to just be able to get in front of and speak effectively to your client’s target consumer.

You need to apply those same skills to our client, as well.

When you take on a new client, how much time do you spend:

And then how much time do you spend thinking about the same things when it comes to you client?

Client communication can’t be an after thought.

It has to be your top priority from the very first interaction.

Client Personas: Understand Your Client

Every client is different because every human is different.

Just like consumers, while there might be certain trends (pain points, needs, wants) that track across all clients, each one is unique.

Therefore, just as you’d create a individual communications strategy for every product or service you promote (or at least we’d hope), you need to do the same for client communication.

You need your own “client personas.”

Several months ago, I wrote 11 questions to ask clients, which will help you get a sense of who they are as people and professionals. These are a great start to build out your client personas.

Additionally, you should treat each interaction with a client as an opportunity to learn more about who they are and how they think.

If you do this right, the longer your work with a client, the more in tune you’ll be—and in turn, the more successful your relationship.

Excellent Client Communication Requires the Entire Team

In most case, there will be one or two main point people for clients.

While other team members might interact with them on a regular basis, there is one person who leads the account and is that client’s go to.

That person is naturally going to be more in sync with the client and his/her individual needs and style.

It is very important this not be kept as exclusive information.

It’s that person’s responsibility to keep the rest of the team updated, not just on the business side of the account and client interaction, but the personal side as well.

This is within reason, and there will sometimes be information that needs to be kept confidential.

But for the most part, the client manager needs to transmit personal and interpersonal information, just as they do tasks and needs.

During our client meetings, I make sure to fill our entire team in on all aspects of the client account.

This includes things the client is struggling with, concerns or fears the have, even internal organizational issues they might be fighting through.

This information allows our team to all be on the same page when executing upon strategy or supporting the client through obstacles.

Make sure you have a regular check-in with your team that this type of exchange can happen.

Without it things will be missed.

Coordinate Style for Maximum Efficiency

You might have a process about how you do things. And that’s great.

You might organize meetings in a certain way.

Or label documents with a particular process.

You might have a project management protocol that works best for you.

And by no means should you abandon process and ‘re-invent’ the wheel for each client.

But you do need to makes sure your process integrates effectively with theirs.

Otherwise, you miss the point.

The most effective process in the world is only that way if it works for both sides.

Be willing to have some flexibility in how you do things.

For example, we have one client who is really particular about how they labeled documents.

We work within that structure.

Likewise, we generally will use Zoom for our video conferences, but some of our clients prefer Skype.

We adjust.

Part of effective client communication is understanding what part of process is crucial, and what can be adjusted.

The Rules of Communication Still Apply

Let’s say you want to message something to a consumer.

How would you go about it?

Most likely you’d follow a pattern that looked something like this:

  • Here are three points I want to get across.
  • And more detail about each of those points.
  • Here is a brief review of points again.
  • Call-to-action.

Pretty typical, right?

Yet this—and similar basic communications processes—often go out the window during client communication.

A PR pro gets on a call:

  • Rambles in a bit of an unorganized manner about a topic.
  • Only gives part of the information needed to make the discussion cohesive due to the curse of knowledge.
  • Jumps to a new topic without the client understanding purpose or what they are suppose to do.

The client leaves the call not really sure what is happening, why, what they are suppose to do, or what the PR team is doing.

Not the best strategy for successful client partnerships or satisfied clients.

This is just one example, of many ways this can occur. In general, make sure the rules you apply to marketing communications you also use in client communication.

Client Communication is Crucial to Your Success

It’s not a nice to have, it’s as vital as anything else you do as part of your job.

In fact, I’d argue it’s the most important type of communications you do as a PR pro.

Make it your expertise and your business will grow.

About Laura Petrolino


Laura Petrolino is the chief client officer at Arment Dietrich, an integrated marketing communications firm. She also is a weekly contributor to the award-winning PR blog, Spin Sucks. Join the Spin Sucks   community.

  • Great parallels, Laura. I think this aspect can often get overlooked. These same principles can be extended for a PR pro working in house. Communicating our process and coordinating working styles with co-workers and upper management is essential if we want them to get on board with our projects.

    • Yes, exactly! In-house or agency. We need to see client/stakeholder communication as a key part of our success, not just an obstacle we need to work through.

  • MINNONS! (As Addie calls them.)

  • Personalization is key in client service. You need to put yourself in your clients’ shoes and understand them.

    This does not mean you’ll do everything they want, when they want it. It means if you can help them just a little bit and make their days better, that’s a win.

    I’m only referring to common-sense here. Of course you need expertise to guide them.

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