Client Rentention and Business Growth May 15, 2015 – Posted in: Client Retention – Tags: retention
Step 1: Retain, don’t scare. Client rentention and business growth
Lets examine how the first meeting with your client is also the most important for the long-term success of your business.
Client retention strategies are important in every business. The most powerful way to do this is to make a lasting impression. Every single time.
When you watch a movie or read a book, you don’t want to be left hanging, feeling like something was missing. You don’t want to feel like the plot was incomplete, lacked meaning and failed to unravel.
If the movie is a sequel, you want your money’s worth and you want the experience to be worthwhile and complete. You don’t want to feel like you just wasted twelve dollars and two hours of your life.
We all know the feeling of an experience that knocks our socks off. This is the kind feeling you want to produce for your clients.
If you provide services, you want to give your clients an incentive to come back again. You don’t necessarily need large purchase deals—just that next appointment, every time. Once trust is built, they won’t leave you.
Client Rentention and Business Growth
Regular clients are extremely valuable even if you see them once a month. If you gain eight new clients per month who continue to meet with you once a month, in six months, you’ll have forty-eight clients per month.
8 clients per month x 6 months = 48 clients per month
Retention is powerful, and you need a plan to systemically facilitate it. It hardly matters how often you see them or how many appointments they purchase.
When you think long term, especially in service businesses, it only matters that you retain them.
Getting the next appointment isn’t the ultimate goal, but it’s the first step for long-term retention.
Sometimes getting the next appointment is all you can do at the moment, but you never want to tell clients that just one, two, or three more appointments will resolve all their health problems.
You don’t want to limit the relationship, your client’s benefits, or your profits because you felt pressured into telling them so.
If they ask how many appointments are needed, be honest, and tell them it depends on the individual circumstances. Give an honest estimate.
Valued Client Relationships
This method flies in the face of many sales pitch programs that tell you to get your clients to buy a certain amount in the first meeting.
There’s nothing wrong with this approach as long as you don’t scare off potential buyers. The more reasonable, profitable, and consistently successful way is often to earn trust first business.
I’ve found that being overly aggressive and trying to “make a bank raid” on the first meeting isn’t the best approach.
Don’t try to get your clients to overcommit. Concern yourself with overdelivering, and the rest will take care of itself.
Develop a simple plan to get your clients to become lifetime repeat buyers. To facilitate the process, answer these questions:
- How can you make them want to come back again?
- What will you present to them to facilitate this?
- How can you make the next purchase an irresistible, “no brainer” decision?
Much of what your clients experience comes from you and your staff having a great attitude and being great at what you do. This sounds simple, but implementing systems and standards that ensure that this happens each visit can be anything but.