12 Ways To Earn and Keep Client Loyalty

By Eric Ruth

Client/customer loyalty is absolutely essential to your success.  Finding a new client to replace one you’ve lost can be very expensive.  Much more expensive (in dollars and in time) than doing the little extras I’ll talk about here to not only keep your client happy, but also to turn her into a BUYING MACHINE.

Getting training revenue from a client is just one piece of the puzzle.  You are missing tons of PROFIT if you do not up-sell, cross-sell and re-sell to your existing clients/customers.

Here are 12 tips for earning and keeping your clients loyal and buying more and more.

#1:  Say thank you for the purchase.  “Thank You” is the cheapest currency you’ll ever print.  It goes a long way.  If your client even has the slightest inkling that you’re taking her for granted, she’s on her way out the door.  If you use a letter to do this (and you should, as well as saying it in person, you should definitely include some sort of little gift).

#2:  Seek feedback early and often – and respond quickly.  This is one of the secrets to getting great testimonials, on top of showing your clients you REALLY CARE about the level of service they’re getting.  And if there’s a problem, you wanna know about and fix it now.

#3:  Use instructional mailings.  Keep your clients informed.  Don’t assume they remember everything you tell them in your sessions.  They don’t.  Feed them with information that reinforces your POSITION as an expert.

#4:  Constantly reinforce value.  Good service is not good enough.  Whenever you communicate with a client you should reinforce not only the value of what you do, but also give more value – go the extra mile to “WOW” your clients.

#5:  Develop your client/customer/sphere of influence database – AND USE IT.  I can’t overemphasize this point.  IT IS NOTHING SHORT OF THE ULTIMATE SECRET TO LIFELONG PROFITS.  The more contact your SOI gets from you, the more they VALUE your services/expertise.

#6:  Continually communicate your full range of services.  Again, this goes back to taking things for granted.  Just because YOU know everything you offer, does NOT mean your clients do. 

#7:  Turn repeat purchasing into a service.  Do you know what a continuity program is?  This is a really powerful marketing strategy that gives you predictable cash flow.  (I’ve included a special section in my new course on this amazing way to lock-in profits.)  Also, don’t wait until the client’s contract with you is about to expire to renew her.  I have a friend who runs a very successful newsletter business for dentists.  When the dentist subscribes for one year, after the third month they receive a renewal notice.  Don’t wait.  Hit them while they’re hot and while they are truly in love with you.

#8:  Treat client/customer service costs as a worthwhile investment.  Like I said earlier, it’s a lot easier and more profitable for you to spend a little now on ENSURING your clients are peeing-in-their-pants happy with your services/products, than it is to try and replace a disgruntled or dissatisfied client (or one who just feels ignored).

#9:  Nurture and protect communication.  Your clients/customers/SOI are GOLD.  Be very careful to whom you give access/endorse to your clients.  If the thing sucks, YOU WILL GET THE BLAME.

#10:  Develop reward programs.  Family promotions, special events for clients and their friends, contests, etc.  Develop some way to reward your clients for being your clients.  Reinforce their behavior.  Think of Pavlov’s Dogs.

#11:  Create welcome promotions for new clients/customers.  Gifts, special offers, all sorts of extra goodies should rain down on your new clients/customers.  Make them feel totally loved and appreciated and they will repay you with their loyalty and referrals.

#12:  Offer guarantees.  Can’t say enough about this one.  You should guarantee just about everything (if not everything).  A guarantee says to the buyer that you have TOTAL CONFIDENCE in your service/product and you will BACK IT UP.

That’s it.  Use ALL of these in your business.  There’s no reason you can’t.  Simply blow your clients/customers away with the incredible VALUE you offer and you will reap the rewards.  I promise.

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