1. Listen: In B2B marketing, it isn't too much to ask that your company's reps spend time talking and listening to your clients. B2C companies have a harder time doing this because the volume of customers is so much greater. But even in B2C, the best of them, like Nordstrom and Lands' End, will give you the right time of day.

2. Take Responsibility When Something Goes Wrong: Don't tout company policy. Don't say you're sorry and do nothing about it. Have someone own the problem and represent that client on the inside, and get to the bottom of what's wrong asap. A major payroll provider just lost my business because I got lip service rather than direct answers as to how a snafu would be solved.

3. Under Promise, Over Deliver: Everyone spouts this homily nowadays, but few really act on it. They over-promise in order to win the business, and then fall down hard when it comes time to deliver on impossible "stretch-goals." Companies that buy professional services aren't stupid. They know when you are talking to them straight, and will respect the candor and integrity of honest goals, especially when you explain them. This openhanded honesty has often won me new business. Over-delivering thereafter is what keeps them in the fold.

4. It's Just Business, Not: The truth is, even in B2B people make decisions mostly based on emotions, and justify the decision with rationales later. They're really thinking, "Can I do business with this person?" or "Will I enjoy doing business with this person?" This assumes you can deliver the goods in the first place. These days, that's the cost of entry.

5. Nonlinear Niceties: You don't just have to make "nice/nice" with premiums or services directly related to the business at hand. You can send clients something that appeals to their personal side. A personal touch goes a very long way in a dog-eat-dog business world. I like sending dried fruit to some clients. Pictures of them also are fun to receive.

6. "If It Were My Money:" I ask this question on behalf of my consulting and WDFM advertisers all the time. Would I buy an ad in WDFM and make my money back with that copy? If the answer is no, I tell them so. I help them rewrite their copy or even create a new offer. I explain, I want them to succeed so that I see them again as an advertiser in the future. I call this "enlightened self-interest."

7. Add New Value: Don't wait for clients to request new services -- though when they do, you'd better listen up. But also devise new solutions for them before they think of it themselves. This demonstrates by your product and service offerings that you're thinking on their behalf.

8. Subscribe to Your Competitors: See how they delight their clients and prospects. Heck, if they're going to try and take business from you, you might as well learn something in the process. :)

9. What Do You Have That Your Competitors Don't? It's only natural for your clients to think about this. So you might as well stay on top of your own "Unique Selling Proposition" that keeps them coming back for more.

10. Don't Let Them Get Away: When clients leave, at the very least give them an incentive to have a discussion with you as to why they're leaving. It's entirely possible that you can get them back either then and there, or down the road. This is called a "Win-Back."

11. Bonus Tip: Be Yourself. Of course you should try to mirror and match your client's style and some personality, but you don't want to come off as being a total clone, either. I've found clients typically appreciate authenticity. Don't you? See, you're not so different from the folks to whom you're marketing. LC


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