Clients can be fickle — they’re looking to save money just as much as we’re looking to make money. The two are almost mutually exclusive, so we’re always looking for that edge — that balance that will make us as profitable as possible, keep our current clients happy, and get lots of new clients.
If you’re losing clients, or just afraid you’re going to lose them, there are a few things you can do to tighten that bond with your client and figure out exactly what they’re looking for so that you may be able to meet their needs even better than you have been so far.
#1 — Conduct an email campaign with a discount or coupon included
I’m not big on filling out surveys — the only ones I usually like are the ones I conduct on my own. But the few that I do get involved in that really draw me in are the ones that offer me something in return like a discount or coupon on a future purchase. I did this for the first 2-3 years of my business (I even wrote about it in my book “Creating a Prosperous Practice“) and you can gain some insight about your client and what they like and don’t like, while keeping them coming back for more because you just gave them something to use next time they need services like yours.
#2 — Contact your long-term clients directly by phone
To make sure that you maintain that close personal relationship with your best clients, reach out to them by phone periodically. Talk to them about what you offer or are doing that they like, and what they would like to see changed. Ask them to be candid and let them know that you’re seriously interested in their honest feedback.
#3 — Analyze clients purchase trends
This is something you probably should be doing all along, but with smaller businesses run by one or two very busy people, it can be extremely difficult to set aside the time to do it right. What you need to do is select a time period — maybe it’s the past six months, maybe a full year — and see who your best customers are, where they’re coming from, what services they are getting, how much they’re spending, etc.
Below are 4 proven secrets to help you succeed.
1. Stay In Touch
Stay in contact with clients on a regular basis. Offer them a free newsletter subscription. Ask clients if they want to be updated by e-mail when you make changes to your website.
2. Have a Friendly Website
Make it easy for your clients to navigate on your website. Have a “FAQ” page on your website to explain anything that might confuse your customers.
3. Easy Communication
Make it easy and for your customers to contact you. Offer as many contact methods as possible.
4. Impress Your Client
Give your clients more than they expect. Send thank you gifts to your very best clients (remember Pareto principle – 80% of our income is coming from 20% of your clients — know who they are and reward them). E-mail them online greeting cards on holidays or birthdays.