June 18, 2012
The Real “Client List”
We know how to keep clients happy – it’s finding them in the first place that’s the challenge.
Social media, word-of-mouth referrals and introductory discounts are all proven to amp up business interest.
But what truly attracts clients – and keeps them coming back?
“With the cost of a new client, retention is priority for me,” says Arnetta Tolley, a financial advisor with Edward Jones.
She has a structured retention plan that includes contacting clients quarterly, providing periodic updates and meeting face-to-face at least once a year.
During these meetings, Tolley gauges customer satisfaction through asking them to rate her level of service from 1 to 4 and asking how she can improve. She also follows the “80/20 rule – listening 80 percent of the time and talking just 20 percent.”
Think growing and maintaining a client base isn’t a high priority? “Even the best of us lose clients, often at no fault of our own,” Tolley says. “But continuing to grow helps avoid complacency and maintain an edge.”
Experts agree – explaining how continuing to make clients aware of new opportunities and offers shows you care about them, not just their business.
Plus, others add a quality relationship with a client doesn’t just benefit you – it demonstrates that your company is proficient, professional and trustworthy.
After all, "clients are the lifeblood of your business,” Trolley says.
Bonus PINK Link: Clueless about customers? This will help.
What did you do to keep a client?
By Caroline Cox
“The secret to getting ahead is getting started.”
*Supporting images from FreeDigitalPhotos.net, David Castillo Dominici, tungphoto, and winnond