Finding and landing clients is a vital art to master – but managing clients and turning them into repeating clients is when the real work begins. Let’s cover how to build a loyal client base to grow your business.
In today’s blog posts and the upcoming blog posts that follow, we will discuss common client handling and retaining issues, and show how to grow your clientele and delight clients – even when it’s time to let old ones go.
Knowing how to handle clients (especially problem ones) will also help you land new ones, by setting up strong conditions to eliminate abuse or negativity – and create great referrals to build your loyal client base.
Cutting clients loose is also an art form in itself.
Your Client Life Cycle
Each client has a “life cycle”. Business models change, family circumstances change. Businesses expand… or scale down. So you don’t ever want to become too static – or too comfortable – in your business operations.
Be aware that each client has a life cycle, and plan for change, even if you choose not to initiate it. Build your reputation. Generate consistent positive recommendations. Above, remain visible in your field.
And grow with technology, be on top of trends, keep your ear to the winds of change.
You don’t want to be like the Ontario interior designer whose main client was a resort owner whose resort operation grew from a simple farm B & B to a major world-class resort over a twenty-year span. The interior designer gradually jettisoned all other clients and “depended on that one resort for eighty per cent” of his business.
Eventually, the resort owner’s wife died and that owner retired. The son took over – and promptly cut loose his entire father’s service people and professionals.
The interior designer ended up retiring too. His operation was no longer competitive and he had “burned too many bridges”. Added the interior designer: “I had to [retire] about ten years before I meant to do so.”
Setting Yourself Up for Long-term Success as You Build a Loyal Client Base
We’ve already set some strong systems in place in our previous blog posts to grow your business:
- Keeping your “Client Kit” on your desktop, so you can instantly send information sheets, questionnaires and other documents to those making client inquiries is a great way to build your loyal client base
- Pricing your services competitively, to eliminate demanding clients (who often look for “cheap” services) and create a respect-based relationship
- Researched your ideal client and studied your competitors
- Fine tuned your specialized service model to that client
- Optimized your website to build your loyal client base, including:
- Calls to action (including asking for referrals)
- Sign up incentives and contact forms
- Share buttons
- Including testimonials or recommendations
- Client resources or products
- Developed a six-second mission statement for those times when people ask: “So what do you do?”
- Advertised (if necessary)
- Kept a regular eye on job boards, directories and social networks
- Created appealing client packages that also work well for you
In other words, to grow your business and build your loyal client base, you’ve set yourself up to target and land your ideal client at a price that works well with your needs and goals.
How to Keep Your Clients Happy
Keeping your client boils down to exactly one core principle: Do what you promised. That is all.
That means delivering both on actual promises; and on promises not stated, but implicit in your website copy.
Doing so results in:
- Delivering a mistake-free, well-presented, top quality product or service
- Delivering it on time, and in the manner specified in your client-provider agreement
And don’t just focus on keeping the client happy: Make sure you work well and seamlessly with his project manager, receptionist, ad manager and whoever else in his organization you have occasion to interact with.
(Remember that these staff members are your client’s eyes, ears and voice. Speaking with them should be like speaking with your client).
Besides, you never know when one of your client’s employees or contractors will recommend you to someone else!
Learn more:
The Minimum You Need for Maximum Results in Business
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