| Successful businesses all agree. The best clients are | | | | respond? Were you offended that they would waste |
| those who keep coming back time and time again. | | | | your time with such a silly request that did not put |
| Also, the good news is, repeat clients are also the | | | | any money in your pocket? Or, did you silently thank |
| Most Fun, and the least expensive to keep. | | | | them for the opportunity to be of service? Another |
| Analysts have estimated the cost of acquiring a new | | | | chance to interact with them about anything. More |
| client somewhere between $500 to $5000.00 on | | | | 'face time' if you will. By now, you probably know |
| average, depending on business type, and product. | | | | which is better. Any opportunity to interact with a |
| Whatever the cost to acquire a new client, one thing | | | | client can be a good opportunity. Use them wisely. |
| is for sure, the cost is skyrocketing. Twenty years | | | | Make sure your clients know they can call you for |
| ago it took an average of five messages from a | | | | anything at anytime. |
| business to a prospect to convert them. Today the | | | | 3) GIVE THANKS: Give thanks where thanks are due. |
| estimate to convert a prospect is somewhere | | | | Good clients will do whatever they can to get you |
| between 18 to 20 messages. This represents a | | | | business. That's right. Good clients will actually get you |
| staggering fourfold increase in the effort it takes to | | | | business. When they do, make sure you thank |
| get someone through the doors. To make matters | | | | them--even if they have only thrown you a crumb. |
| worse, the cost of advertising has certainly not gone | | | | People love to be appreciated. Perhaps the biggest |
| down. We have seen, depending on media type, an | | | | motivator in our lives is the gratitude from another |
| increase of forty percent in advertising costs. In | | | | individual. Studies have shown over and over that |
| some cases the number is as high as 150%. The fact | | | | gratitude is a bigger motivator than money, prizes, or |
| of the matter is, if our clients used to be Gold, they | | | | anything else. |
| are now Diamonds and Rubies. Let us treat them like | | | | 4) GIVE THANKS IN WRITING: In today's electronic |
| the precious gems they are. | | | | age, an email doesn't cut it, when giving thanks. As |
| Below are five ways, certainly not an exhaustive list, | | | | the world becomes increasingly more digital, the |
| to keep you clients coming back for more. | | | | impact of a hand written letter or even a fax is |
| 1) ENGAGE: When was the last time you asked your | | | | tremendous. If you don't have the time, companies |
| client what they wanted? Do you spend most of | | | | like Write On Results, or Bolt from the Blue will even |
| your time telling them about you and about your | | | | write the notes for you. The truth is, even a fax will |
| products or services? Are they beginning to ask, | | | | have a more powerful impact on your prospect than |
| "What have you done for me lately?" One of the | | | | many other means. Even though faxing has become |
| most effective ways to strengthen bonds with | | | | a little Old School, it is still a great method to |
| clients is to listen to them. It is important to | | | | reinforce your message of thanks. |
| understand their successes and their struggles. Listen | | | | 5) CALL THEM UP, JUST FOR FUN: Have you ever |
| to them intently, seek to understand them, and | | | | called up a client just to see how they are doing? It's |
| here's the secret...EVEN if it isn't about your product | | | | a real kick. Most clients are so used to vendors calling |
| or service. Yep, that's right. Forget about what you | | | | because they want something; they are totally |
| came to sell. Forget about the fact that you want | | | | caught off guard when you call just for fun. Call just |
| their money, and that your time is so much more | | | | to say hi, or to see how they are doing. Ask about |
| precious than theirs. Remember, that they are a living | | | | their children, grandchildren or their hobbies. Whatever |
| breathing person that shares many of the same | | | | you do, make sure you keep it warm and personal. |
| thoughts and feelings as you do. Build on what you | | | | Your clients will be amazed that you called to talk |
| have in common. | | | | about 'them'. In many cases they will remember the |
| 2) ADVISE: When was the last time a client asked | | | | conversation for years to come. |
| you to refer them to a company that you use for a | | | | Bottom line: if you become invested in your clients |
| certain service? If they did, ask you, how did you | | | | first, they will be more than happy to invest in you. |