I hate to say goodbye to any client. I know you do, too.
We work so hard to find them. Then we put massive effort into nurturing them as prospects and converting them into clients. It’s often a long process in which we’ve invested much in financial and other resources. So when they leave us, it’s not an easy thing to take.
A CHALLENGE FOR 2011
With increasing competition and noise in the marketplace, focusing on capturing our audiences’ attention, attracting them, converting them into clients, then retaining them long-term is more important than ever. That last element--retaining--is the one that seems to get too little attention.
My challenge for you in 2011 is to understand and act on, more than ever, your awareness of the value of an existing client. What measures can we each take to ensure our client bases will increase in the coming year--not just through new client acquisition, but because of aggressive client retention activities as well?
I will propose one possible direction to get your mind going on this subject:
Imagine offering your existing clients better deals than you give prospects to get them to become first-time clients. This is backwards from most companies’ approach. In the scenario I’m proposing, your absolute best deals would be available to your longest-term clients.
Can you take this concept and create a culture among your clients in which it becomes something of a competition to be an ongoing client who gets the premier deals from your company?
Of course, this is just one of many possible directions. Pull your team together and share this message with them. Then dig deep and find the best way(s) for you and your people to keep your clients actively engaging with you this coming year.
Here’s to your client loyalty success!
Bryan Waldon Pope