Many business owners over look one of the most valuable resources in their business and that resource is past clients. Past clients understand the value in working with you and the reason why you are the logical choice.
Establishing a relationship with your past clients that fosters referral and funnel building will keep your business in a constant flow. You want to get them involved in your marketing mix. Leveraging your relationships with past clients will produce greater results in your client attraction and retention strategy. Here are a few tips to get your past clients involved:
1. Create a survey and send it exclusively only to past clients asking them specific questions on their experience and what they would recommend you add, omit or change in order to provide greater value.
2. Provide an incentive for any referrals that turn into clients. You can offer a commission/percentage of each sale and also a discount on your next event, product or program. (e.g. $100 for each new client retained plus an additional bonus of 2 months free in your membership, or access to a free webinar) Incentives always sweeten the pot and show a high level of appreciation.
3. Clearly define who you are looking for as a client or attendee and be specific. Often people do not make a referral because they have no idea you are looking for a referral or what type of referral you are specifically looking for. Make the referral process easy for your past clients to identify the type of referral you are seeking. (e.g., job title, education, location, age, gender, etc.).
4. Allow your past clients to be a problem solver by becoming a resource leader. Everyone likes to be the go to person for resourceful information, so please provide your past clients with your marketing material that they can distribute. Each of my clients usually receives a small stack of my business cards and posters that assist them in making the connection.
If your current or past clients have benefited from your program, product or service, then leverage that relationship. People do business with people they think they know, think they like and think they may trust, but you will have a better client retention rate and longevity with clients who know you, because they see the fruits of your labor, they like you because they are being recommended by a trusted source, and they trust you, because your raving fans are long term clients who have been doing business with you for over a year.
I thank God for my clients who believe in what I have to offer. I don’t have to market as much as I used to because of you and I will continue to provide outstanding results because of you.
Sidebar: Give your past clients a call and show them some love. If you have any tips to share please post them in the comments.
Written by : Lucinda Cross
Newsletters are a great way to keep past clients up to date on your business and to also advertise referral programs.
I love the calls I get from a past client when they’ve received an unexpected handwritten note of appreciation from me. I always keep this saying in the back of my mind…”When you make a sale, you make a commission but when you make a friend you make a fortune.”
Great post! My suggestion is that one must sit down and develop a client acquisition, service, retention and referral program. It is imperative that we look at the “lifetime value” of a customer so that we can spend our time, undivided attention, intellectual property and financial resources wisely. So many of my clients do not understand that “word of mouth ” marketing initiatives can be built into their busines model.
For example, I have a client appreciation event twice a year. This is included in the operating expenses for my business.
I’ve sponsored a night at the movies. This is a catered event at Studio Movie Grill. Client may bring their spouse, children and 2 of their favorite clients. I pay for pizza, soda, salad and dessert.
I’ve also sponsored small intimate settings like breakfast, brunch, lunch or dinner at a swanky hotel or restaurant for the client and their spouse.
I also give away $5 Starbuck Gift Cards or a fake million dollar bill in an envelope with a $1 lottery ticket and a personal note.
Be creative – clients will love you for taking the time to just say thank you.