Learn how to build a client portfolio and what are the secrets of its efficient management – WAU

The client portfolio, or client portfolio, is the set of companies or people that your business has established some commercial contact with. This information should be organized so that it is possible to identify active customers and anticipate their needs.

Customer management is composed of a set of strategies that help to create a good relationship with its consumers, offering personalized service for each segment.

In this scenario, the customer is placed at the center and the company does everything it can to achieve the desired result.

A quality management brings several benefits to the business, because you more easily understand the characteristics of your customer, discover which are the consumers who like your service and keep the companies for longer in your business.

Management also helps to identify those customers who want to leave your company. This is very important, as you can create more efficient action plans for them to give up the cancellation.

In this article, we will explain what it is, how you can assemble and manage your portfolio efficiently. We will talk about each of the following points:

Continue reading this article and see how to change your company’s scenario.

What is customer portfolio?

The client portfolio, or client portfolio, is the set of companies or people that your business has established some commercial contact with. This information should be organized so that it is possible to identify active customers and anticipate their needs.

All these data will be responsible for providing a series of opportunities for your business, since it will always be easier to sell to those who are already your customers, conquering the dream upsell.

How to build a customer portfolio?

Building a customer portfolio is a big challenge. The market is increasingly competitive and it is necessary to stand out from the competition.

However, there are some strategies that make the process clearer and more practical. We have separated the main ones below:

  • choose the type of customer ideal for your portfolio;
  • use social networks to network;
  • seek referrals with your best customers;
  • give lectures and offer courses for others to get to know your business;
  • use Content Marketing to be found on the internet;
  • work with Email Marketing to engage inactive customers;
  • hire a large sales team;
  • train your team;
  • get inspired by big companies.

A great secret of companies that manage to find great customers for their business, is knowing what their main pains are.

Forget that traditional sale as it used to be.

Create a more consultative format, show the impacts of your product and think about the pains that the consumer is feeling at that moment.

In this way, the relationship between company and customer will have a happy ending more easily.

How to manage the customer portfolio?

Now that you know how to build your customer base, how about learning how to manage it efficiently? That way, you will not lose the companies you conquered with so much effort. Come on?

1. Define your goals with quality

Goals are great tools to challenge your team. However, they must be reachable. Otherwise, there will be a demotivated team along the way.

The definition of the objective must be made according to its performance in the last months. That way, you will have more consistent data to create goals according to the current scenario of the company.

One of the best ways to assess the quality of a goal is to check if it follows the structure of the SMART concept: simple, measurable, attainable and relevant.

Each goal depends on the segment of your business, the audience you want to reach, among other factors. So it is It is essential to know every detail of your customers to make the best decisions.

2. Divide your customer portfolio

Your company’s customer portfolio can be divided in several ways, such as:

  • Client Type;
  • locality;
  • products or services;
  • date of foundation of the business;
  • number of employees.

This type of tactic is very common in more traditional businesses. To give you an idea, banks separate their customers in different modalities: premium, individual, legal entity, among others.

The division of customers is very important, because you can create various forms of relationship with them.

In practice, it is possible to develop a different work methodology for each segment.

The most interesting thing is that the professionals specialized in each type of business are able to close sales more quickly.

After all, the seller already knows the customer’s particularities, the business format and the main objections.

In addition, you can select which customers are most at risk for your company, and you can create tactics to avoid a cancellation in the future.

3. Focus on the quality of your service

A company cannot focus solely on increasing the number of its customers. It is also essential to think about the quality of care.

This is very important, as it makes your organization optimize processes on a daily basis.

If the customer likes your product or service, he or she will probably refer your company to a relative, friend or even to the consumers of your business.

Therefore, take care of all the details of the customers, help them to achieve the main objective, identify their pains and understand their market. So you will be provided with several tools for each goal to be achieved.

4. Remember the “ex”

This is the only context in which the word “ex” can be used with great joy. After all, it is not because the customer left your company that he should be forgotten.

He may not even consume your product or service, but that is not an obstacle for him to come back at another opportunity.

Old customers can also recommend your company to other entrepreneurs.

To guarantee the return of your client, seek to effect the cancellation in the best possible way. Do not make this process a period of panic for the consumer. If a problem occurs, resolve and apologize.

The “Ex” may have unexpected reactions. Believe!

5. Know consumer behavior

The success of a customer portfolio depends on the information you have about consumer behavior.

The ideal is to understand whether customers are changing orders, whether they are ordering more or less, or whether they are engaged with your system.

This data shows a major problem that you may have in the future, that is, the increase in inactive customers in your base.

6. Use technology to your advantage

One of the biggest mistakes of those who have a client portfolio is to do all management with spreadsheets and emails. Both tools are great, but do not allow easy access for all members of the company.

The problem is even greater when an employee is on vacation or the company’s information system is hacked, causing a great loss of data.

The ideal is to use an ERP, as it integrates all the information of your company and makes the data accessible to those who need that content.

HubSpot is an excellent tip for those starting out in the field. The software is intuitive, creates alerts to remind you of your customers’ interactions, saves emails and allows you to record each user’s step.

The implementation is also quite smooth. It is worth testing in your company.

7. Bet on successful cases

If you plan to expand your brand, invest in successful cases. This tip is the opportunity for your future customers to understand how your business may impact their routine.

However, the case cannot serve as a beautiful picture in your company. Share the content on social networks, on sites specialized in your segment, in newspapers, magazines and any type of media.

The best customers to make a case are those who already have a good relationship with your brand. Find companies that are advocates for your business. For sure, they will make it a point to speak well about your product or service.

8. Organize your wallet more carefully

The organization of your customer portfolio will not appear overnight. Then, set aside a period of your month to study every detail of your consumers.

The process can also be done bimonthly. This will depend on the number of customers and the format of your product or service.

The important thing is to play your part, as all your actions will be defined based on this study.

9. Hire a successful customer analyst

The successful analyst is the professional responsible for ensuring that their customers achieve their goal through the service or product they purchased at the time of purchase.

This professional will have a complete view of all consumer behavior, identifying points of prominence and improvement for each business.

It has been used frequently by companies and is considered the profession of the future.

10. Invest in knowledge

Ensuring customer satisfaction in a very competitive market is no easy task. Therefore, you must seek knowledge and understand how the competition develops its projects on a daily basis to impress your consumer.

With that in mind, it never hurts to remember about the importance of specialized courses on the subject to enhance your results.

There are several options available on the market, which address topics such as customer journey, customer metrics, satisfaction survey, customer-centered culture and customer experience.

Taking care of a client portfolio is not an easy task. Each consumer thinks differently, has different goals and challenges.

Therefore, you must have the support of technology, study processes and identify important behaviors of your customer.

At first it may seem difficult to gather so much information, but these processes will help you a lot in reaching your goals.

Having brand advocates is very important. However, it is not worth focusing on just one company in your routine. So check out this article on why you should diversify your customer base. Check out!