Stop Wasting Money on Client Acquisition
As a business owner, you know that it costs WAY more money to acquire a new client than it does to retain current clients. True client loyalty occurs when you:
- 1. Attract and recruit the right clients for your company.
- 2. Treat them well, going above and beyond with your service.
- 3. Stay in touch with them on a consistent basis.
First of all, you have to know who your clients are. If you’re like most of my coaching clients, your business is focused on providing great quality service and the best products in your market. This means you want to attract clients who are concerned with quality and service, not just the lowest price option. Therefore, you need to speak to that in your marketing. If you’re offering “the cheapest price in town,” you’re getting clients who aren’t necessarily looking to create a long-term relationship with your company; they’ll call your competition next time if they offer a cheaper price for their services. At my PHC company in Colorado, our slogan is: “You’ll be treated like royalty.” This lets our prospective clients know that they aren’t going to get the basic experience that they would from other companies in our market.
Once you’ve gained a new target client, it’s pretty obvious that they need to be treated well in order to ever call you again. The key here is to create consistency within that exceptional service experience, which is done through training your team members regarding what you want that to look like. They need to have guidelines, such as when to put on shoe covers and how to present options. For example, our 12-Step Sales Process (included in Service Sales Success School Online) gives an outline of how to create a great service call and establish maximum value for your clients. Each of your team members is a brand in themselves, because they are the point of contact for your client, so it’s important that every “mini brand” is representing your overall brand as well as possible. When your team members have a system, then are able to allow their personalities to shine with a client, that’s when great service really happens, and loyalty is being established.
Clients become truly loyal to a company when they:
- Know what to expect based on consistency of experience
- Feel a connection
- Receive exceptional, personalized service
- Understand the value of products and services
However, even happy clients can stray. Believe it or not, they aren’t thinking about our companies on a daily basis. So, we need to make sure that we are there when they need us and are staying at the top of their minds as much as possible. A great way to do this is through follow-up programs, newsletters (e-mail and physical copies), and ultimately through signing them up for loyalty programs.
At the end of the day, strong client relations and retention equal strong sales. Really think about how your team members are delivering value and service to your clients. Is there consistency throughout the company? Are you asking clients for feedback and reviews? Are your team members trained well to deliver excellent service? Loyal clients are the backbone of your business, so make sure you are focused on consistently growing this base and going above and beyond to maintain their loyalty.