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Gain a client. Keep a client.

Written by: Keith Thirgood

Article Overview: I'm sure you've heard the aphorism that "it takes six times the investment to gain a new client than it does to sell to an existing one". In general, that's true. But what's not said is, how you go about keeping those clients in order to sell more to them?

Gain a client. Keep a client.

I'm sure you've heard the aphorism that "it takes six times the investment to gain a new client than it does to sell to an existing one". In general, that's true. But what's not said is, how you go about keeping those clients in order to sell more to them?

In general, you keep and sell more to existing clients by being connected with them.

Communication is the bridge that keeps you connected to your clients. For some businesses, a simple phone call will help keep you in their minds. However, you can't use that phone call to pitch for more business. The goal here is to keep top-of-mind with your client, not to wear your sales hat. If they need your product/service, they will ask.

Now, your question might be, "What if I don't have anything to call and talk about?" While I'm sure you've never experienced anyone getting upset at you for just calling to say hello, to make the call feel less awkward, find something that's of interest to the client and talk about it. For instance, mention a news item you've come across that pertains to their business.

One of the best ways to keep top of mind with your clients is to send them a newsletter, either electronic or hard copy. A newsletter gives you the opportunity to demonstrate your expertise with helpful hints and tips. Give away your knowledge generously. Few clients/prospects will steal or even act independently on these ideas. And, if your ideas are appealing, most clients will turn to you to help them carry them out. The best part about sending a newsletter is you're never far from your client's thoughts when it comes time to seek out your help.

Thank You notes really do go a long way to keeping your relationships healthy. A simple card at special times of the year, either off the shelf or custom printed, is always appreciated. Make sure you handwrite your note. It lends a personal touch that never goes unnoticed.

Some businesses give gifts to clients as thank yous. However, this can be dangerous, as gift giving does set expectations. Miss giving a gift one time, and the client may think you don't appreciate them anymore. Additionally, more and more companies have policies against employees accepting gifts. Be careful in this regard.

One of the best (and most subtle) ways to show appreciation to a client is to refer them to important people in their target market. Your clients will be pleased, and your image enhanced.

A powerful, although seldom used, technique for connecting to clients is to ask, at the end of a project, what you could have done better. It's important to really take the time to listen to your client's concerns and questions. When you ask this, you have an opportunity to fix issues before they begin to loom in your client's mind as a problem. Going above and beyond what's expected can mean the difference between keeping and losing a client. If you care enough to ask, your clients will care enough to use your services for their next project.

These few ideas barely scratch the surface of what you can do to help keep your clients. I'm sure with a little client-focused thought, you can come up with a dozen more.

Of course, delivering the best possible service and products, doesn't hurt.

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Article Tags: marketing, new clients, newsletter, old clients, referral, target market



Related Forum Posts
Something I never heard off - Ambassadors, sometimes called "champions" are extremely significant. I've had such a client for about four years, and he's recommended me to a number of new clients. This year, a woman who he'd recommended me to several years ago became an ambassador herself, introducing me to my newest client... one that promises to be my second largest client overall. Hopefully all will go according to plan and 2007 will be a fine year. If so, then I've got a couple of ambassadors to thank for it!
My personal experience about Ambassadors - Ambassadors, sometimes called "champions" are extremely significant. I've had such a client for about four years, and he's recommended me to a number of new clients. This year, a woman who he'd recommended me to several years ago became an ambassador herself, introducing me to my newest client... one that promises to be my second largest client overall. Hopefully all will go according to plan and 2007 will be a fine year. If so, then I've got a couple of ambassadors to thank for it!
Re: Should you hire ambitious workers or employees with no goals - Thanks Shri, I really hate the word GRUNT. I had a client once who called his staff 'minions'. he didnt last long as a client...I just hate the negative perspective in anything. realist yes, pessimist, no.
Re: Where do you meet with clients? - If you meet with a client in a less conventional place (i.e. [u:20e6i90l]NOT[/u:20e6i90l] the office or coffee shop), do you find that the conversation becomes less formal and more personal? Is there a point in time when you actually want to get to know more about your client as a person rather than only from a business standpoint?
Re: Question of the week: Does free work? - "free" in my business usually refers to when we do work for the client that we wont charge them for part of it(which we do a lot as we believe in looking after the client). Some of my clients are very grateful for this and as a result we have permanent clients who we receive constant work from (and also referrals). However, you would be amazed at how some of the clients react when we charge them the regular price and don't give them the discount. We have one client who we always give some kind of discount to as they are very good clients, however for the last invoice we had to charge them at the normal price and they were not very happy about it. Unfortunately, some times "free" can create a greedy customer who will expect everything for nothing.


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