Being a sports executive on any level involves a lot of hard work to get projects done the way your clients expect. A key aspect of retaining quality clients is learning how to effectively communicate with each one on their level. Each of my clients is unique and special and I communicate with them according to their personality and our mutual comfort level.

You have friends that you have varying levels of emotional intimacy with; some you might talk to every day while others you catch up with when you can and small talk is the main staple. Clients are the same. You will become close friends with some and others are on the periphery of your circle. Both are o.k.

As an entrepreneur, I’ve learned some valuable lessons on what makes client communication effective. No matter what you do for a living, you can put these lessons to work in your business or work environment.

A – Accentuate – Your clients are your clients because they choose to be. You didn’t take a gun to their head and threaten them to become your client or else. They liked what your company represents and they decided on you over the competition. After the sale is made, the best thing you can do for client retention is emphasize and accentuate your client’s strengths. Thank them for being a great client. Genuinely and openly, let them know you appreciate them.

B – Break – If a continually difficult client is hindering your business progress and draining you of precious mental and emotionally energy, break it off with graciousness and dignity. Instead of, “beat it jerk” perhaps, “I don’t feel this is a good client/vendor match” would be a better way of saying it. “Firing” bad clients will create space in your life for higher quality clients who will bring more value to your business.

C – Creativity – Being creative is the act of being clever, imaginative, and innovative. What new imaginative solutions have you designed for your clients this week? Do you use SendOutCards.com or mail an occasional small gift certificate to show your appreciation? In what creative ways can you solve the very problems they’ve hired you for? Brainstorm for some innovative ideas to take your clients to the next level.

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About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

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I always take the opportunity to reach out to a customer and show off a brand I represent. I won’t lie, I had a college professor that pounded this into my head for a semester.  Working in ticket sales a few years later, I searched for ways to capitalize on this point.

In today’s ticket selling environment some of the most frequent “reaching” out to customers is often through an e-mail blast or annual phone call of some sort.  These customers receive the same treatment from companies across all industries, not just ticket sales people.  I search for new ways to build rapport and trust with current and hopefully future customers.  I’m trying to differentiate myself along with the brand I represent!

Maybe it’s the season, but one of my favorite activities is sending out our Holiday cards.  Year round I still love (almost as much as the customer does receiving them) sending hand written notes.  It’s rare to receive something personal from a company just to say hello.  I continue to come across people that I may not remember sending a card or a few ticket vouchers, but they always remember me. Some return as customers, others refer their friends while some just acknowledge a well done hello from their favorite team.  I’ve even been called out as the “White Sox Networking guy!” at the bar.   Either way when I call, they feel my purpose is not simply to “sell them” but to find out what I can do for them.  They know I’ll be there whether they buy what I have to offer or not, and as a serious fan they don’t wander too far off.

As the online world continues to grow, I’ve found ways to let my customers know they’re not just on my radar come payment time in the digital world.  The social media window of opportunity has come! Adding this new avenue in reaching out to customers or leads that way has gone a long way for me.  Whether it’s Twitter, Facebook or LinkedIn it is more personal than an e-mail blast.  Even better, those pages provide great information that help build rapport and provide even more information about the person whom I’m trying to sell.  I myself have my Twitter and LinkedIn links in my company signature.  It excites me when I see a new Sox fan or customer following me because the window of opportunity just opened a little further.

The referral factor gets multiplied with the use of social media.  The more people who know where to find me and look for the answers to their White Sox related questions, the better.  Utilizing this area over the past year has allowed the quality and quantity of my leads to rise.

Finding the right mix is always crucial and depends on the customer, as they are each different and unique in their own way.   Seek to find ways that people will remember you and reach out to them with a few marketing touch points.

I’d love to hear any ideas others have or have used themselves!

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About Tyler Johnson

Tyler Johnson is an innovative thinker inspired by the likes of Bill Veeck, Jon Spoelstra, Pat Williams & Brooks Boyer. Currently working for Kroenke Sports & Entertainment as a Group Sales Account Executive for the Denver Nuggets. Prior he worked as the New Business Development Executive with the Chicago White Sox. Tyler has also worked directly with the inventor and creator of Arena football and also for Mike Ditka’s former Chicago AFL franchise. As a former collegiate athlete and business sensed individual Tyler ventured to combine his passions to get into the business side of sports.

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