Building rapport with your clients is essential now days. More often than not, clients will base their purchase decisions on how genuinely they feel about your offer. Making unrealistic promises or ones you cannot fulfill will undoubtedly drive them to other agencies that can walk the talk.
Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships. – Stephen R. Covey
Both large and small scale businesses are now learning that being authentic about their products and services eventually leads to long-term client loyalty. Here are five effective ways of building rapport and credibility with your agency clients:
Understand the psychological factors that drive clients
For building rapport and credibility, the first thing is to understand which emotions drive clients, when it comes to choosing an agency. Studying abroad or migrating to another country is a big decision for people to make; emotional as well as financial. Here are some common traits among them:
Validation of choice
This is where clients struggle to make up their minds, fearing they might get it wrong. They will look for other people’s opinions about your agency or seek expert advice. The quality of your services, pricing, and product presentation can convince clients that they are making the right decision.
Many clients, especially from South Asia have a tendency to opt for more inexpensive options, but lowering your rates just to suit them is not a good idea. Instead, make them understand why your services represent value for money, by sharing success stories from past and current clients.
Attitudes, beliefs and perceptions
People hold certain beliefs and attitudes towards products and services, which are based on past experiences or hearsay. For instance, find out how do clients perceive the migration and education industry. Is it positive or negative?
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Invest in your agency website
If you already have an agency website, spend time and effort to make it more user-friendly. Having a good website is not enough, unless it is responsive and interactive. Here are some basic things you can do to optimize your webpage:
Almost everyone uses a mobile phone these days and it is important that they have access to your website. Use adaptive display, so whether clients choose to look at your website from their computers or phones, it works both ways.
Accessible by multiple browsers
People like to use internet browsers of their choice. Whether it is Google, Mozilla or any other web browser, your website should be optimized to work on all of them. This way, your agency is able to cater to a wider audience, without leaving anyone out.
Your agency website should be easy to use and navigate. To make it happen, the design must be simple yet functional. Menus and links should be clearly visible as well as have all the required information. For instance, the ‘Contact Us’ page is one of the most important attributes to building rapport and credibility in your agency. Search engine marketing for business is now the way to go.
Host agency webinars
Another effective way to gain trust and credibility with your clients is by hosting webinars. Short for web-based seminar, a webinar is a presentation, lecture, workshop or seminar that is transmitted over the internet, using video conferencing software. Here are some of the benefits you can gain by hosting webinars:
Develops authority and trust
Providing any kind of presentation to clients, gives your agency credibility about your services. You must demonstrate how much you know about the business, including details of education institutions, migration opportunities, and so on. It helps highlight your expertise.
Builds client relationships
Webinars give you the opportunity to share information in real time. Clients can instantly ask questions about your services, give their feedbacks or suggestions, and share important documents.
Helps you understand the target audience
Webinars are a great opportunity to know details about your target audience. Apart from presentations or workshops, you can conduct focus groups and surveys. The webinar’s real time feature means that people will be more willing to participate in market research, unlike written surveys.
Start blogging, if you haven’t already!
Blogging gives you a platform to address the needs and concerns of your clients. It allows you to share ideas and expertise on a range of topics that your clients regularly search information on. For instance, companies that blog have 97 percent more inbound links. Here are some tips on using your blog for building rapport and credibility with clients:
Use analytics, keyword research and audience engagement, to review which types of content interest your clients. Your agency blog must add value to what people are already searching online.
Publish blog regularly
Blogging once in awhile or just a few times is totally insufficient. You need to blog at least three to four times a week and have these distributed through multiple online channels.
Style, length and jargons
Ideally, your agency blog should be at least 1600 words. Use simple language, without including too many technical jargons. Write it as though you are having a conversation with your client. If you don’t have time to write the blog, hire a freelance writer or an institute to do it for you.
Add testimonials and include case studies
Testimonials are a smart way of letting clients talk positively about your agency’s services. Another powerful way is to create client case studies, showing how you helped them achieve their goals, which should include agency processes as well. Here are some reasons why both are so important:
Organic and real
Testimonials enhance agency reputation, as it comes directly from the people who have experienced your services. As long as it is authentic, it is the most sincere way of validating your agency’s trustworthiness and credibility.
May Require legal verification
You may want to consult with a lawyer to see if the testimonial that you have collected are ok for publishing. Furthermore, this will help strengthen your legal standing, should any issues arise in the future.
Perfect for online distribution
Although testimonials can be included in agency brochures or written materials, placing them on your website or social media pages is a good way of getting quick visibility. The same is true about case studies.
Provides verifiable statements
When you include case studies, which detail how acquiring your product or service helped clients achieve their goals, it becomes verifiable. It is proof that your agency is highly capable of providing excellent services.
In order to succeed in business, it is not enough to create new clients! Your agency must constantly focus on establishing strong relationships with existing clients. Their loyalty will help you in building rapport with new clients and improve credibility in your industry.