How do I Maintain & Manage Long-Term Client Relationships?

Keep your business thriving by keeping your customers smiling.

Maintaining long-term client relationships is key to any business in any industry. According to Dave Dias author of "Sales Ethos: Building Long-Term Client Value," long-term client relationships are what keep businesses alive. This is because it costs more than twice as much on average to bring in a new client than it does to keep an existing one happy. Long-term clients also serve as free advertising; a happy client will tell her friends about you, providing word-of-mouth publicity. With a few simple steps, you can manage your long-term clients and keep your business running smoothly.

Instructions

1. Deliver on every promise you make. A sure way to lose a customer is to tell her one thing and deliver another. Keeping your word is critical to building long-term customer loyalty.

2. Offer discounts to your clients when they return for service. For example, offering a five percent discount for a second-time customer is an attractive offer. After the customer has returned twice, a permanent 10 percent discount for this customer will keep him coming back.

3. Promptly return phone calls. Not all clients enjoy leaving a message. Caller ID is ideal for staying on the ball with customer relations. When you open business for the day, check your caller ID and see which of your clients called while you were away. Returning a phone call when the customer didn't leave a message gives the impression of an attentive business owner.

4. Keep in touch with your long-term customers personally. For time management effectiveness, letters are typically the best option to keep in touch with your clients. Have an employee type up a general letter to be sent to long-term clients; customize it with the client's name and print. Sign the letter before sending it. A hand-signed letter adds a personal touch that a printed signature cannot deliver.

5. Reward your employees for bringing in return customers. For example, offering a $25 bonus to employees for every return customer that they attract provides an incentive for them to take better care of customers. A customer is more likely to return if he is happy not only with you, but also with your employees.

References

• "Sales Ethos: Building Long-Term Client Value"; Dave Dias; 2009
• "Client Relationship Management: How to Turn Client Relationships into a Competitive Advantage"; David A. Po-Chedley, Robie Grant, and Eileen Klockars; 2001