Treating Every Client as if it is the ‘only one’ I have
Mohit Goel (Neelam Sales Agency)
Clients are the most valuable asset for any Business Organization, and the hardest part for starting any business is getting clients. Neelam Sales Agency (NSA), an IT Solutions Company was started in 1981 when the IT industry was at it’s infancy in India. I started working at NSA in 2006, when the business was already established with a wide base of clients.
My paramount objective was to gain hands on experience with the then present clients, and after understanding their expectations / requirements / present level of satisfaction etc., build a strong base of new clients with a totally new service delivery mindset and which was ‘treating every client as it were the only one we had’.
It was always better to have 100 clients who each felt special than have 200 clients who thought you’re mediocre. The 200 clients would eventually either fade away or would become a high maintenance client whereas the 100 clients like you, trust you, and feel that you have their best interest in mind at all times. It would take a very compelling offer to make them go away. The energy and efforts required in making such a client can seem overwhelming, but nurturing such client relationships can prove advantageous almost immediately in the form of timely payments plus repeated business. And with time, such clients always also refer further and that too very effectively. To think of these results is very easy because all you need to do is put yourself in the clients’ shoes. Wouldn’t you do the same if you were treated specially?
The most important part of this key to doing good business by making the client feel special was for it to be a genuine feeling, which needed to be realized and followed, and things automatically fell in place.
However, for this formula to work on full throttle, it’s the service team which also needed to share the same vision. My vision needed to be communicated to and understood by the service team very clearly because at the end of the day, I could not spend all my time servicing the client but had to work on more strategic aspect of business as well. I have been partially successful so far in building that perfect team but it will soon happen.
Without any surprise, it is Abhijit and his team at AAPNA Infotheek Pvt. Ltd. that I look upon for cues in this regard. I have had the opportunity to witness AAPNA’s progress right from the start.
I know that it is only due to the quality of services that AAPNA provides that they have been able to build such credible clients and have a strong rapport with them but I also hope that my above note also gave an added dimension to the service delivery part.
Wish you all the best!
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