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Customer service above all, but there’s more to winning new business

Posted
September 23, 2014
Employment Law

It might seem a bit odd, a solicitor talking about winning new business, rather than law related matters, but humour me for a moment. I’m relatively new to stevensdrake and of course have spent some time looking into how I can grow my client base at the firm. Having bounced around a few of the desks in the office looking to see how people win business, it quickly became evident that business was driven by word of mouth and basically, recommendation from those we had or continue to represent. Clearly a great accolade for the business. But, being the ‘newbie’ I can’t rely on that, so need to be a little more creative and focus on our strengths. Back in the day (so I’m told), it was pretty much a case of ‘build it and they will come’, simply set up a firm and you’ll get work – probably combined with corporate wooing, funny handshakes and golf course meetings, but these days are clearly gone in the current corporate environment (at least I think so). So how do firms thrive today, surely it’s about being procedure driven, offering  best practice, and using technological channels to get to your market – this certainly gives us all a much fairer playing field. Nowadays we can all market ourselves a variety of different ways to take many of the same opportunities as the bigger boys (and the old boys) and hustle our way to new business based on our products, prices and testimonials. With this more open market, providers can reach targets previously closed off. All small businesses have their tried and tested marketing strategies but they do get stale. 

A change of approach will likely reach a different set of potential customers. Whether you look to use a leaflet, or a new special offer or coupon, or even a whole new product, the chances are you will appear on the radar of people previously not seeing you However, it is clear, as my experience at stevensdrake proves, that the way to reach new business and retain the customers you already have, is embedded in great customer service. One interesting point, well at least I think it’s interesting, is what customer service means to people as often I think they are talking about communication, something that has become even more important with the rise of online shopping. Ofcom highlighted this rise in a recent report that showed that internet shopping has grown exponentially over the last few years with 73% of people now shopping this way and 24% shopping weekly. In fact, the UK has the highest volume of internet shoppers when compared to other countries, and similar research has shown that people like to conduct their bill paying and account maintenance from their computers at a time that’s convenient to them and without having to fight their way through several layers of IVR, providing 24/7 access to your company is a crucial channel of communication, one that shows you want to be available for their business even when the office is closed. Getting more clicks and more contacts can be achieved through prominently displaying your website on all your literature and letters, improving your PR by publishing articles & blogs online, using your local newspapers and publications to get your brand out there.  

Your website is the portal to your business, there is no hiding who you are and an informative and easy to navigate site is as good as sitting your best salesman in front of the potential customer, it needs to answer all the questions. On top of that, there is an expectation that having social media, means you’re accessible 24/7 and are expected to reply as such…so, a note of caution, remember that social networking can make or break you. It is estimated that 72% of people check out a company online before conducting business and a similar percentage of people admit to basing decisions on what they read. Chat rooms and blogs can take you to an audience of millions; you just need to make sure they are saying nice things. So nurture your online reputation it is the key to your longevity. So, my conclusion: ultimately the best way to ensure you make the right impression, retain your valuable existing clientele and attract new ones is to have the best people in place to deliver superior customer service…that will  always win through!

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