When you engage a new client, create a folder (real or virtual) and begin a client profile. A client profile is a biography of sorts, giving attention to history, the present, and the future. In it you can record your observations as your relationship with the client grows, noting what works -- and what doesn't.
Your client profile should contain:
A brief statement of what the client's business is. What is the client's product or service? What makes that product or service unique? In the case of a client who works in the communications or publications department of a larger company, you'll want to know both what the company’s products and services are, AND how your client serves the company.
1. A list of key client contacts and information about each one. You'll expand the list over time. Building good relationships means knowing the people you work with and understanding what motivates them. It also makes business far more pleasant when you are on friendly terms with your contacts. It's not a matter of feigning interest. It's a matter of knowing people well enough to create partnerships that work for both of you.
2. A brief history of the client's business. How long has the client been in business?
What's the story behind the product or service?
3. A simple profile of your client's customers or clients. Who does your client
serve? How does your client reach his or her clients, and how does he or she address
the business problems of those customers?
4. A statement of the client's overall business goals. That's something more than
"make money." Does your client want to be the number one purveyor of widgets in the
world? The number one provider of janitorial services in the region? Be specific.
5. A list of the client's main competitors. Knowing who your client competes with
helps you see why the client's product or service is positioned the way it is -- and
what could be wrong with that positioning. Researching the competition also helps
you find better angles for your marketing copy or product documentation. You'll see
what the competition is doing and show your client how to do it better.
Your client profile should contain:
A brief statement of what the client's business is. What is the client's product or service? What makes that product or service unique? In the case of a client who works in the communications or publications department of a larger company, you'll want to know both what the company’s products and services are, AND how your client serves the company.
1. A list of key client contacts and information about each one. You'll expand the list over time. Building good relationships means knowing the people you work with and understanding what motivates them. It also makes business far more pleasant when you are on friendly terms with your contacts. It's not a matter of feigning interest. It's a matter of knowing people well enough to create partnerships that work for both of you.
2. A brief history of the client's business. How long has the client been in business?
What's the story behind the product or service?
3. A simple profile of your client's customers or clients. Who does your client
serve? How does your client reach his or her clients, and how does he or she address
the business problems of those customers?
4. A statement of the client's overall business goals. That's something more than
"make money." Does your client want to be the number one purveyor of widgets in the
world? The number one provider of janitorial services in the region? Be specific.
5. A list of the client's main competitors. Knowing who your client competes with
helps you see why the client's product or service is positioned the way it is -- and
what could be wrong with that positioning. Researching the competition also helps
you find better angles for your marketing copy or product documentation. You'll see
what the competition is doing and show your client how to do it better.