Keeping the Good Ones
Sometimes we are so focused on getting additional business that we forget the business we already receive from the valuable customers who have been doing business with us for a while. Chances are they:
— have been using our services
— have expanded their use of our services
— told us what they like and don’t like about us so we can make adjustments
— know our products and services well enough to give us new ideas
— are paying us for what we do for them
— have told others about us and given us referrals
In a recent article in the Southwest Florid Business Journal, Amber Duncan of a company called Jackie said,
“I’d rather have one client who really, really values the service, and we nail it with her, than to try to chase down ten people to replace her.”
This makes sense to me. In fact, add up all the business each of your present clients did with you lately. Have you thanked them for all the business they have done with you?
After you’ve done that, make a special effort to customize a “thank you” to that person by sending a hand-written note, sending a surprise gift or making a visit to them just to say “thanks.”
Doing it will make you feel good. Not doing it may jeopardize that relationship from being even longer-term, since your competition may be courting them.