To grow a business, often businesses are so focused on making sales and pursuing bigger clients that they forget to show appreciation for those that have got them thus far. Too often, says Carl Reader, I see businesses making the rookie error of neglecting clients once they’ve got their business, concentrating on acquiring new clients instead of encouraging and maintaining loyalty.
Of course new customers are important, but it is also vital to invest some of your marketing budget in keeping a core group of clients happy. It’s one of the undeniable keys to maintaining a thriving business - a steady customer base. Attracting new customers costs far more in terms of time and money than maintaining relationships with existing ones. Make sure you give loyalty the time and investment it deserves. Here’s my top tips to keep your current clients coming back.
- Communication – it goes both ways.
Social media makes maintaining contact inexpensive and easy in many situations, but don’t forget to make use of other media too – emails, cards, phone calls…the list goes on. It’s not about spamming them; it doesn’t have to be advertising all the time. Share things that your clients might enjoy or find interesting or helpful, such as translating how industry changes will affect them or putting together some useful tips, to add value to your clients.
- Go the extra mile.
- Look after your employees too.
Carl Reader, author of The Start Up Coach, co-owner of dennisandturnbull.com