It has long been said that it is easier to keep a client and costs far less than trying to attract a new client. I have found this statement to be true in my coaching practice. Although you must continue to promote your services to attract new clients, it is equally, if not more important, that you create client loyalty that lasts.
By creating loyalty in your client base, you are building client longevity. This means that your clients will not only feel loyal to you, but they will also stay with you longer.
Definitions
As you know, I love definitions, so we will begin with a couple of them. The most important definition for this read is loyalty and client care.
Defining Loyalty
What does loyalty mean? According to the Oxford Languages (via Google AI):
“Loyalty: a strong feeling of support or allegiance.”
oxford languages
Defining Client Care
As we are talking specifically about clients, I think it is not only important to understand loyalty, but also client care. That’s why we should also look at the meaning of client care.
“Client Care is the management of all care and appreciation of your clients.”
fearless business boss blog
Now that we know these definitions, I believe we can find out how to create client loyalty that lasts.
#1: Professionalism With Your Clients
Your clients stay with you for multiple reasons, not the least of which is how you provide services for them. While providing your services, however, professionalism is a key factor in why they continue with your services.
Providing services with professionalism is imperative to creating loyalty that will lead to longevity. If you fail in this area, none of the other client care will matter.
I have seen professionalism decline considerably over the last 17 years that I’ve been in business. I think many people do not treat their clients professionally. They no longer use the grammar and language skills taught to them in school.
According to a survey done by Harvard Business Review Analytic Services,
“90% of respondents agree that customer service is a critical factor in a customer’s decision whether or not to do business with a company.”
Showing professionalism in all of your interactions and your team’s interactions with clients is necessary to building good relationships. From emails to phone calls and video calls, you should show your best. Don’t treat your client like your best friend, using slang and other cultural language, but rather keep all types of communication professional.
#2: Regular Client Check-ins
Another factor that can help build loyalty is to create a connection between you and your client as part of the client experience. Your clients need to feel connected to you. They don’t want to be onboarded and then forgotten until there is a problem. An easy way to create connections with them is by having regular client check-ins.
When you check in regularly, not one of your team members, it will give your clients another touchpoint of connection directly with you, as the business owner. This will also help your clients feel like they are important to you. If you are taking the time to do regular video calls with them, they know you value them and their time as much as or more than your own.
#3: Get To Know Your Clients
Part of the reason for creating connections and touchpoints is to get to know your clients more. Whether those meetings are weekly, monthly, or quarterly, you are building on that relationship every time. Of course, the more often you meet, the quicker you get to know them; however, you must be mindful of their schedule when setting them.
I found that monthly ‘strategy calls’ worked best when I had the digital marketing agency. Depending on the type of services you provide, you can set up meetings accordingly. You will find the best balance for you and your clients. I found some clients only needed video calls every other month.
You will discover what works best for you and your clients as you move forward together. I always recommend, however, if an issue arises, try to meet as soon as possible so that you may resolve it. These types of meetings should be outside the regularly scheduled ones.
Types of Care That Can Curate Client Loyalty
As you begin to get to know your clients, you will be able to respond to them better, thereby showing your care for them in very real ways. From emails asking about a personal situation (say a daughter broke a bone, you may email a couple of weeks later asking how she is) or a message to remind them of your upcoming meetings. All of these can show clients you care.
#4: Thoughtfulness Can Create Loyalty
Another way to show your client care and help build loyalty is by showing thoughtfulness. This can be done with a simple physical card sent to them or by an online ecard.
This expresses that they matter to you. Sending them a physical card or ecard can be very thoughtful. I have used Jackie Lawson ecard services for years. They have beautifully handcrafted designs that you customize with the name of the client it is being delivered to. There are tons to choose from, depending on the occasion or if only to say hi or thank you.
Many may consider acts like asking your clients about personal situations (if they are inclined to share) or checking in on their business, small acts of kindness, but it helps your clients lean into loyalty with you.
A Warning
These small acts show you care. I want to warn you, however, do not add these to your schedule if you truly do not care, clients will be able to tell. Make it personal, even in a birthday greeting, you can be personal and choose a card that represents your client best. Also, do not be invasive. Learn your clients. If your client does not like to share personal things, then do not push; simply send things that let them know they are on your mind. Never push beyond your clients’ boundaries; you are not a psychiatrist.
#5: Sending Gifts to Create Loyalty
If you have a larger budget. You may want to show your care by sending an actual gift. You have hundreds of online store options to choose from. Google Search will give you many options, but I am only featuring a few.
Snappy is a corporate gift feel and even offers subscription-type services if you have a large enough client base. While gilded box offers a luxe feel to send to your clients.
Again, it is important that you know your client before sending anything. You would not want to send a candle that smells like roses to a client who is allergic to flowers, or a snack pack that included nuts to someone allergic to almonds (like me).
Gifts like the one pictured here (on the left) from MimiPrintDesign‘s shop on Etsy can give you multiple custom options. Be certain, however, that your client drinks coffee or tea.
Etsy’s platform is a wonderful place to find unique and custom gifts for your client(s) if they are not someone you want to send the normal corporate gift options.
I love this find, where you can customize a candle label at DawnCandleWorx. You can say anything from “smells like a world-class realtor” to “smells like the best client ever” or some other label you dream up. This not only shows your client that you took the time and effort to think about them, but also considered their personality as well as what they would like.
Chocolate Option
If, however, your client loves chocolates and specialty snacks, then Olive and Cocoa may be a great fit. GiftenMarket offers a way to customize your gift or choose from several gift box options, including cozy socks, blankets, and mindfulness boxes.
As we discussed, gifts can be personal or they can give a corporate feeling. What do you want your gifts or cards to represent and make your client feel when they receive it and think of you?
Final Thoughts
As I close this topic today, I want to warn against giving free services away. Some providers will gift a free day, week, or other service. I recommend against this practice. Although it is easy to do, it does not offer a personalized option that shows you know your clients.
Diminishing Your Value
Giving your services away diminishes your value. Not to mention that it can give your client the idea that your services lack value. This is why I never recommend doing this when you are starting in business. If you do not value your services, clients never will.
Finally, have fun with it! Be yourself. If you are a little funky, then give things that represent your personality as long as it also in line with what your client likes. I’d love to hear how you gift your clients. Do you represent your personality while also factoring in what your client would like? Write me and tell me about the ways you’ve learned to do it.
One last quote that I love and really speaks to client care:
“People don’t care how much you know, until they know how much you care.”
theodore roosevelt
Until next time, my friends.
Tammy S. Durden is an authority figure who is a sought-after Business Coach, Course Creator, and Speaker in the online services industry.
As an award-winning business coach, Tammy specializes in Helping Women Online Service Providers Grow A Business To Fit Their Lifestyle Rather Than Squeeze a Life Around Their Business.
Helping you learn to Earn More and Work Less!
Tammy offers Mastermind Group Coaching Programs and 1-on-1 Business Coaching Services, and Quick Win programs
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