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The Power of Checking In: Why Connecting with Your Customers Matters at the Start of the Year

By: Kara Nacarato | Feb, 2 2024
Communication Meeting/Event Design & Management

Photo Credit: Pexels.com

As businesses gear up for another year of challenges and opportunities, there's one crucial task that often gets overlooked amidst the flurry of sales targets and marketing strategies: checking in with your customers. While it may seem like a simple gesture, reaching out to your clients at the beginning of the year can lay the groundwork for stronger relationships, better understanding, and increased loyalty. But why is it so important, and how can you ensure your check-ins are meaningful beyond just making a sales pitch?

The Importance of Checking In
Before delving into the 'how,' let's explore the 'why' behind the concept of checking in with your customers:

1. Building Relationships: At its core, business is about relationships. Whether selling exhibit space at your annual event, searching for an annual sponsor of your educational offerings, or looking for a partner in a membership campaign, fostering genuine connections with your customers is key to long-term success. By proactively reaching out, you signal that you value their partnership beyond mere transactions.

2. Understanding Needs: Customer needs and preferences evolve over time, influenced by the market, economy, and changing priorities. Perhaps your customer is looking for multiple touchpoints with your members throughout the year versus one-time exposure at an event. By engaging in conversations with your clients, you gain valuable insights into their current challenges, and pain points, goals, enabling you to tailor your offerings more effectively. One-size fits all is no longer an approach that works, and you should stand ready to customize offers that offer a solution.

3. Demonstrating Care: In today's competitive market, customers have no shortage of options when it comes to products and services. What sets organizations apart is the level of care and attention they extend to their customers. A genuine check-in demonstrates that you care about more than just closing deals – you care about their well-being and success. Particularly with your top sponsors and supporters, they need to understand that you care about their bottom line and are willing to help them find solutions to their problems. 

4. Building Trust: Trust is the foundation of any successful partnership – especially with your customers. Regular check-ins help reinforce trust by showing consistency, reliability, and a genuine interest in the customer's welfare. Over time, this trust translates into loyalty and advocacy, driving sustainable growth for your business.

How to Check In Effectively
Now that we understand the importance of checking in with customers, let's explore some practical tips for making these interactions meaningful and impactful:

1. Be Genuine: Authenticity is key. Approach your check-ins with a sincere desire to understand and support your customers. Use the check in to really just “check-in” and avoid asking for the sale at that moment. Wait until you learn more before you even develop your sales pitch – this allows you to tailor your offering and find the right solution for your customer. 

2. Listen Actively: Effective communication is a two-way street. Practice active listening during your check-ins, allowing customers to express their thoughts, concerns, and feedback freely. Pay attention to both verbal and non-verbal cues, and seek clarification when needed. 

3. Provide Value: Your check-ins should offer tangible value to the customer. Whether it's sharing industry insights, offering personalized recommendations, or addressing specific pain points, strive to provide solutions that enhance their experience and drive mutual success.

4. Follow Up: A single check-in is just the beginning. Follow up regularly to maintain momentum and deepen the relationship over time. Keep track of previous conversations and commitments and follow through on any action items or promises made during the check-in process.

5. Seek Feedback: Don't shy away from soliciting feedback from your customers. Invite them to share their thoughts on your products, services, and overall experience. Constructive feedback is invaluable for identifying areas of improvement and refining your offerings to better meet customer needs. If they have negative feedback about a past experience, allow them share,  avoid becoming defensive, and show empathy and a willingness to explore a solution together.

Pulse Check vs. Sales Pitch
Lastly, let's address the distinction between a pulse check and a sales pitch. While both serve distinct purposes, their approach and outcomes differ significantly:

Pulse Check: A pulse check is about gauging the customer's current state – their satisfaction levels, challenges, and priorities. It's an opportunity to deepen the relationship and foster trust by demonstrating empathy and understanding. You should be doing this a few times a year with your customers. 

Sales Pitch: On the other hand, a sales pitch is primarily focused on promoting products or services with the aim of driving revenue. While there's certainly a time and place for sales conversations, leading with a pitch without first understanding the customer's needs can be perceived as pushy and self-serving.

In conclusion, checking in with your customers at the beginning of the year isn't just a nicety – it's an important part of the sales process. By prioritizing genuine connections and relationship building, you lay the foundation for long-term partnerships built on trust and mutual success. As you embark on your sales goals for the year, remember to pause, listen, and engage with your customers in meaningful ways. 

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