Mr. Dai, an API manufacturer, was baffled by the fact that it had been a while since he had received orders from a long time clients of his.

He recalled that this client had previously purchased a specific kind of API but had suddenly gone silent, he hadn’t answered phone calls or replied to any emails. Mr. Dai couldn’t help but wonder whether the client had started using another suppliers or whether he should recommend other products with a different price to him? The issue was his approach to the problem. Mr. Dai kept ‘wondering’ but never did anything to resolve the issue.

Jenny Li, from management of a trade company in Guangzhou, had the same experience. Her company mainly specialized in monitoring equipment and exported these devices to over ten countries. She had acquired a Russian client three years earlier who had habitually placed orders every two months. She was also aware that the client had business relationships with a number of other companies but there were no big differences in the price performance ratio  of the products, both local and abroad. After some time, the client stopped placing orders for about five months.

Jenny suggested that the company either analyze the occurrence or contact them directly, to determine the root cause of the problem. 

Pay attention to your clients’ real needs

Jenny hadn’t realized anything was wrong until the client ceased to contact them,  so she went back to study the client’s records of former procurement and inquiries.

She discovered that the client had previously inquired about a product which her company had recently started developing. Taking this opportunity, she sent a quotation of the product to the client. The client was thrilled and saw this gesture as proof that Jenny and her company took note of his needs. It wasn’t long before the client placed another order. 

The conclusion was that a company is supposed to nurture relationships with existing clients. Don’t rush to ask them for new orders, get to know their real needs and offer them your support and assistance.

Only when we act like people of principle and take a long-term view on business, will we gain the trust of our clients. Since trust is priceless in trade, you stands the chance of having long and healthy business relationships with these clients who may, in turn, bring more opportunities to your door.

4 reasons for a lack of repeat orders

Getting to the core of the issue was Jenny’s main prerogative. According to her method of deduction, the following four reasons may have accounted for the situation. 

1.  Business operations are forced to halt due to major political and economic events

For instance, in the event that a war broke out, your client may have problems running their business and would most likely be dealing with payment issues, so putting procurement on hold may be the only viable option for them.

2. Great adjustment in company strategy

Your clients are most likely sub-contracting their production lines for imported products. Merely changing their careers or turning to another country as a result of changes in exchange rates or tariffs, could have major consequences.

3. Competitors with other advantages show up

It’s key for a company in regards to sustainable development, to collaborate with a partner who is in possession of obvious advantages regarding quality, price and services.

4.  Personal reasons

There may also be those instances where clients have private affairs which forces them to rethink their work life.

Choose the right clients for your company

Blindly looking for orders won’t be of any help.

Determine the causes of the issues and create a solution to the problem. Don’t lose hope. Former transactions lay solid foundations for your business collaborations. Importers are well aware of the fact that doing business with a long-time supplier is far more reliable than developing a new one.

Here are 5 solutions to the reasons mentioned above.

1.  Offer your assistance to your client like a friend

In the event that difficult political circumstances have placed not only the prosperity of your client’s business in jeopardy, but also their lives, utilize your connections and provide them with prompt help in any way possible.

2. Keep a close eye on changes in market

If your client stops doing business with you due to adjustments in company strategy, wish him good luck and a success for his future endeavors. If it’s due to temporary changes in exchange rates or tariffs, be on the lookout for any alternations in markets or polices and offer them targeted solutions such as agreements on terms like unitary exchange rates or sharing the profits and risks.

3. Show your concern for your client first before getting to business

Everybody want to feel valued. Taking an interest in your client’s life conveys the fact that their wellbeing is as important as their business to you. Once the trust of your client is earned, business will follow. Also provide them with useful information like the dates of exhibitions or assistance for airport collection services and hotel bookings.

4. No indulgence for client and no pressure for yourselves

When you notice that there are other competitors out there, analyze their strengths and weaknesses comprehensively in terms of product features and market strategies. Keep your friends close but keep your enemies closer.

The halt in your business dealings with a client may be the major hint that forces you to reflect on your current work. The demands of your client should remain one of your top priorities.

However, if your clients’ demands fall outside your business services, don’t bite off more than you can chew. Cut your losses and go back to the drawing board. Look for someone who sees eye-to-eye with your company values for a better shot.

5. Stay connected
Whether there are orders or not, keep in touch with your clients. Contact them at least twice to three times a month to stay on top of their real-time needs.  It helps to strengthen ties and makes a deep impression.