Client retention marketing means giving clients enough value that they stay with you instead of going to a competitor. It is different from a client retainer. In this episode, I share three ways to market for client retention: a rolling calendar of communication, proactive support, and the “givers gain” mindset.
Key Takeaways
- Plan a rolling calendar of communication: birthdays, holidays and follow-ups.
- Be a proactive cheerleader and talk business outcomes, not just deliverables.
- Give more than people expect. Reciprocity comes back, though not immediately.
- Audit your client’s business and send a custom proposal.
What Is Client Retention Marketing?
Client retention is about providing services and offerings that add as much value as possible, so clients stay with you rather than move to a competitor. It is not the same as a client retainer.
Tip 1: How Does a Rolling Calendar of Communication Help?
Pre-plan your outreach and put it all on a calendar: birthdays, holidays, follow-ups after an initial sale, during the sale and after it.
Send letters, thank-yous and follow-ups, or just make a phone call. Tell clients you appreciate them and ask what you can do to help their business.
You can automate some of it with e-cards so you are not trying to remember who had a birthday, a puppy, a new child or a new home.
Tip 2: What Does Proactive Support Look Like?
Be your clients’ biggest cheerleader. Many people feel they must do everything alone, but nothing great is done in a silo. Athletes have trainers, managers and promoters.
Be the secret weapon in their pocket they can pull out to get an edge on the competition.
Talk business outcomes. Find the big picture: do they want new followers, new business, or stronger relationships with existing clients? Once you define the outcome, you can reverse-engineer strategies and tactics, and adapt when the market changes.
Sell a solution to a problem, not just a product or service.
Tip 3: Why Do Givers Gain?
We love our parents because they loved us first. Give from the heart without expecting anything in return.
People can hear it in your voice when you want something from them, and they push away. Give more than anybody would expect. Reciprocity may not come back immediately, but eventually it does.
Do a complete audit of the client: their challenges, obstacles, opportunities, industry and trends. You can then preempt issues, such as upcoming events in their industry, and justify your solutions.
Finish with a full, custom-built proposal rather than a copy and paste, so they feel special and not just another crab in the bucket.
Frequently Asked Questions
What is the difference between client retention and a retainer?
Retention is about adding value so clients stay. A retainer is a different arrangement, as I note at the start of the video.
How can I stay in touch without remembering every date?
Plan a rolling calendar and automate parts of it, such as e-cards for birthdays and holidays.
What does givers gain mean?
Give generously without expecting anything back. Reciprocity will come back eventually, though probably not immediately.
The Short Long Of It
Keep clients by planning your communication, backing their outcomes and giving first. Know their business well enough to bring ideas before they ask.
Suggested Reading
- How Branding Increases Sales for Your Business
- Small Business Branding: 9 Proven Steps to Build a Brand That Wins Customers
- Attn: Hack #4 Use Email Marketing
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