Nurturing Relationships: a Lesson in Client Retention

For all of us here at The Newsletter Pro, relationship building and client retention are two of our mainstays. We value all of our clients greatly and always try to go out of our way to make them feel like they’re just as much a part of our company culture as our employees. It’s a point of pride for us, and I’d say, a huge contributing factor to the long line of prospective and recurring clients that continue knocking at our door.

However, as fortunate as we have been these last few months to have such a great mix of clients to work with, it took a lot of hard work to get to this point. As I’m sure every business owner knows, establishing a dedicated customer base is no easy feat, especially if you’re still new to the game. Fortunately for us though, and you if you heed this advice, there are plenty of ways you can get clients in the door and here to say, and here’s how:

Offer Incentives

This sentiment may be old as time itself, but when it comes to business, people are always going to wonder what’s in it for them. Sure, you may offer great services and deliver on time, but it would be silly to think you’re the only company your clients are working with that happens to treat them well. That being said, offering incentives, specifically unique incentives, is an excellent way to not only nurture client relations but also remain competitive.

I remember when I first started at TNP, I was a little disenfranchised by working for the man. But, after hearing all about the little things we do for our clients, I changed my tune pretty quickly. From my experience, it’s not every day you see a business owner go out of his way to keep up with client’s birthdays, anniversaries, and other notable parts of their lives. So, needless to say, it was pretty refreshing to see.

Be Open and Honest

Although honesty is usually the best policy in most aspects of life, it isn’t always in the business world, especially with so many people out there concerned solely with the bottom line and getting theirs. It really can be a toxic environment at times, and for clients, it’s often difficult to sift through the nonsense to find the right people to work with that can be trusted with their vision, project, or really any other kind of business transaction.

Which is why I think it’s so important for businesses of all sizes and stature to maintain a level of honesty and transparency with their clients, employees, and anyone else they do business with on a regular basis. With so many crooks and get-rich-quick schemers out there, even the slightest bit of integrity and loyalty can go a long way. I mean, it sounds a little cliche, but the truth definitely can set you free, even in the business world.

Represent your Brand

I don’t know about all of you, but I’ll admit that I’m a bit of a sucker for companies who have both a worthwhile product and an established brand to back it up. For instance, when I buy shoes, I go with Vans every time. Not just because they’re comfy, but also because they represent the skateboard culture that I used to be a part of. In other words, I aligned myself with this brand from a young age because they marketed to people that were, well, like me.

And if you’re looking to bolster relationships with your clients, having that established brand to market to consumers can make a huge difference. I mean, at the end of the day, you’ll still want to have the quality product to put a price tag on. But, if you use your brand to hook people’s attention, you can start reeling in sale after sale, thus making you more money and forming a longstanding bond with those who buy from you.

As you can see, when it comes to retaining clients, it’s all about nurturing the relationship. Regardless of the services you provide or the products you sell, you’re nothing without a customer base to support you. Sure, there are many ways to introduce people to your company, but if you offer incentives, conduct business openly and honestly, and represent your brand, you can start amassing a loyal following in no time.

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