In this Expert Insight Interview, Colby Flood discusses how you can lead your client communication through education. Colby Flood is the Founder and CEO of Brighter Click, an eCommerce paid social agency with a mission to be Education First in all things.
This Expert Insight Interview discusses:
- Client communication vs. client education
- Your role as the expert and how to help your clients in the best way
- What determines a successful client call
Many people think that client communication is all about providing information, but that is not the same as educating clients as they go along. You can focus on providing your clients with information on what is going on with their accounts, but you should instead focus on trying to educate your clients on why the results are happening, what you can do with that in the future, or how you can avoid it.
The folks at Brighter Click want to see how they can educate their clients to understand what is happening in the landscape and how they can continue growing.
Embracing the Expert Role
Part of the issue today is that people are so overwhelmed. There is so much information out there, so many products and services. We talk about the prospects and customers being so much better informed than ever, when in fact, this is not really the case because they’re often so overwhelmed that they don’t even know how to move forward with the information they have.
This is where the education part becomes even more critical. When you’re working with a client, ideally, you are their partner. You’re helping them understand the best thing to focus on to move the needle. They brought you on as an expert to help them through the particular landscape you’re focused on, so help them understand where their time, energy, and resources need to go.
There are a few ways you can do this elegantly and systematically, building on things as you go forward, not just helping the customer but also drawing them in. First, you should be aware that the sales process never ends, even when you sign someone on as a client.
A successful client call is marked by the feeling that you’re getting on a call with an old friend to catch up and learn about their business.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.