Have you noticed it's getting a little colder, the leaves are coming off the trees and that critical strategic discussion around "Should we put the heating on?" has come round again. The seasonal shift is a great reminder that mother nature is always in periods of change. Likewise you, your firm and clients are normally in some sort of period of change.
Think about the behaviour you changed during covid and lockdowns. Some of this is long forgotten, but some remains. For example, I am still shopping with a local butcher and collecting local veg rather that just relying on a supermarket. Enforced change made us all consider our buying behaviour. The critical thing for you as a supplier to consider is how much of that behaviour has returned to original patterns and which of the new behaviour has remained.
This change is season is a great opportunity to “check in” with your clients and test the water on their preferences and gives you the chance to see more of their world. We recommend you look at both your existing long term clients and your new clients to look for patterns in choices and behaviours. The challenge is as human being we like to hang onto our own preference and assumptions rather than challenge our own thinking and knowledge. You will need to approach this exercise with an open mind. We recommend that you develop a strong commercial curiosity in everything you do.
With existing clients, a sense check on them, their strategy, goals, aspirations and challenges can be insightful. Approach this with a strong knowledge of their business but ask the simple and searching questions to really understand their priorities for the coming years. “How are your strategic goals changing?” “What are your key priorities as an organisation now?” or “What is on your radar now, that wasn’t last year?”.
With new clients, how about trying a simple question:” Why did you choose us?” This plants a seed with them and helps them reflect back to you what is most important to them as a client. Listen carefully and look for patterns in how a group of clients answers this question. These little clusters of information help you identify new ways you can open conversations with other new potential clients.
Like any seasonal change, nature gives us some simple directions and indicators: Trees drop their leaves, reminding us its good to let go, some plants and animals start to hibernate, reminding you that not everyone is active all of the time and sunsets or sunrises become even more vivid to remind you of the power and awe of nature.
Make sure you aren’t a supplier that your clients want to let go of. Show them you are genuinely interested in them and their business. Show them you are focused on their changing needs and working with them hand in glove.
Understand periods of “hibernation” with your clients. They might not need your help or support all of the time. Make an effort to really understand their individual buying patterns, asking yourself “What does this client need in this moment?”. Make sure you are ready for when they do wake up again, as they normally wake up hungry and in need of support.
Lastly, what can you do to remind your clients of how great you are. What can you do that will make their jaw drop. This approach ties in nicely to the Walt Disney quote – “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.” Taking a seasonal approach to really making your clients feel special, can really help them come back and bring other.
If you adopt these approaches each and every season you will be in the right place at the right time to really help serve and support your clients, whatever the weather outside.