Boost Client Retention By Using These Strategies

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It can be thrilling to “hunt” a prospect, eventually winning their business and cashing in the sale. But don’t let the excitement of getting new customers overshadow caring for current ones. Not only is it important to maintain valuable, long-term relations, but it’s also cheaper to retain a client than seek out new ones. As Mia Jacobs writes for Business2Community, “When you retain a customer, you’ve won a valuable patron who will be far likelier to want future sales or try new products.”

So how can you work on keeping current clients happy? Jacobs has seven specific suggestions, including:

Be proactive.

From the very start of the relationship, think ahead about your future with the client. What will he or she likely need? Have past or other current clients had the same needs? What challenges will they face? “Know what your goals are for the client relationship and work toward those efforts during your initial engagements,” Jacobs explains. This will immediately get you in the mindset of having a long-term relationship with the client. You can further support this by tracking, and updating, each client’s roadmap.

Focus on the journey.

To help with the construction of a roadmap, you must be thoughtful about your clients in everything you do. Whether it be a new product feature or an updated website, you should monitor how each and every change, trend or communication affects the client. “By constantly monitoring your customers and gathering as much feedback as possible, you will forge a deeper connection, identify warning signs to help avoid escalations and, overall, improve the customer journey,” she points out. You’ll establish yourself as not only a vendor, but also a true partner.

These are just two of her suggestions, but they all share a common goal: Providing value in every way possible. This value is what will keep clients. And, the key is to keep this value ongoing, not just ramping it up when it’s renewal time. By focusing on the client and engaging on a deeper level, you’ll set the stage for many more years together.

Jessica Helinski

Jessica Helinski

Jessica is a senior research analyst for SalesFuel focusing on selling to SMB decision makers. She also reports on sales and presentation tips for SalesFuel and Media Sales Today. Jessica is a graduate of Ohio University.