Here at Millo we talk a lot about clients:
- How to find new clients
- How to find the right clients for your business
- How to keep your best clients for life
Today I’d like to talk about the last one.
Because in my experience, I’ve discovered there’s only 2 ways to keep a client for life (everything else just falls under one of these 2 methods.)
The coolest part is, you only have to nail one of them (but if you can do both, you’re really set!).
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And your competition is powerless. They can’t do anything to steal your clients away from you, even if they offer better pricing or a faster turnaround.
So what are these magic methods?
1) Be the very best
If you’re absolutely top-notch, the clients that value your second-to-none craftsmanship will be clients for life.
They just won’t settle for anything less.
This is why people happily wait for a table at an amazing restaurant instead of choosing the average one down the street with immediate seating.
When you’re that damn good, clients seek you out. They know the work they’ll get will be stellar, and they’re willing to shell out good money (and put up with you even if your customer service skills are lacking) for the end result.
(Of course, that means you have to be out-of-this-world amazing, which will mean different things to different clients. The key is to figure out how to measure how stellar you are in a way you can prove…and market.)
2) Provide the very best experience
The other way to keep clients for life is to provide the most amazing, hassle-free, painless experience they’ve ever had.
Case in point: Casa Bonita (made famous by South Park) is a real Mexican restaurant in Denver. And the food is terrible. But on Friday night, the wait is over an hour long of shuffling through an amusement-park-type back-and-forth line because we’re all there for the experience.
Now I’m not advocating selling a sub-par product, but the point is that you don’t have to be the very best to keep clients for life. If you’re mediocre, or above-average, or even really good but not the best of the best, you can still cull a fiercely loyal clientele base.
Just have excellent customer service and provide the most wonderful experience your clients have ever had.
Is it really that simple?
Yep! (With one caveat.)
Don’t screw up.
Because that’s the only way your competition is going to have a chance at stealing your business – by you not living up to your reputation / marketing promises.
(Easier said that done, I know.)
Which one are you?
Or which one do you most aspire to be? Leave me a note in the comments and let me know! I’d love to hear from you. 🙂
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