Client portfolio

economic-dictionary

A client portfolio is a select group of people with common characteristics regarding income and consumption behaviors, which allows companies to design and offer them new business opportunities.

In the commercial sphere, a key tool is the client portfolio. This denomination responds to the fact that the "portfolio" belongs to a person, in this case; a sales agent, stock broker, property, insurance, or any other service that is offered personally, and that, after having done constant work, has allowed to establish relationships with clients who place their trust in him for the acquisition of services.

Characteristics of a client portfolio

A portfolio of clients is materialized in the systematization and updating of data, for which the agent "owner" of this portfolio must keep up to date a registry with useful information, such as:

  1. Current economic situation and income level: To know if these increased or decreased.
  2. Stage in the client's life cycle: For example, if his marital status changes, or if he suddenly has children.
  3. Place of residence and study what is happening in that place: To detect investment opportunities or risks. For example, if an earthquake occurs in your city, it will not be a good place to sell insurance, but it will be a good place to offer loans with low rates and flexibility in the payment of installments. This would allow the client to pay for damages caused by the catastrophe.
  4. Consumption behavior: For example, if the customer registers the purchase of a vehicle, it would be very useful to insure it.

Build customer loyalty

A key process in the construction of a client portfolio is precisely to build loyalty and for this it is necessary to work on the following:

  1. Research the target audience.
  2. Offer unique opportunities to this target group. For example: "Because it is your birthday, we give you a consumer credit with a preferential rate of 2%, valid throughout this day." These opportunities are delivered at times of interest to the customer; birthdays, Christmas, months of higher spending, among some.
  3. Delivery of benefits and minor gifts: For example, sending discount coupons at associated businesses, such as restaurants, cinemas and gyms. This generates interest because the client will get used to receiving these types of gifts, which is why they are more likely to read the e-mails sent by the portfolio agent.
  4. Providing a contact phone number available 24/7: It is unlikely that a customer will call the agent in the early morning, but knowing that they have that availability certainly builds confidence when making the call.
  5. Interest in the client and in the person: If a client receives a call on a special day just to leave him good wishes for his birthday, or to know if there is something the company can help him with, it releases the tension of a business-only relationship; the person knows that he has a company that is willing to listen to him.

This procedure is applicable to any target audience, but it needs to be personalized, which means a lot of work. Therein lies the importance of building a good portfolio of clients, since over time, it is precisely the commercial agent, the attractive person due to the resource that they have and can work with that portfolio of clients in a company that offers better conditions. labor and wages.

If you intend to build a client portfolio, we have just given you some tips to be attractive in any company. The important thing is to make the most of the resources you have available and your ability to create relationships of trust and maintain them over time.

Customer types

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