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Many businesses make a sustained effort to court new clients and customers.

They hire sales staff, often incentivising them with the promise of commission, bonuses, awards and rewards. They give free seminars, attractive introductory offers, hold advice clinics, run networking events, invest in paid adverts and editorial, all to impress and entice potential new business.  

But what happens to those new clients and customers once they’re on board? How well do you treat your long-term customers?

It’s easy to forget that new customers are people who’ve been poached from other suppliers. They perhaps felt disenchanted, taken for granted, or that the levels of customer care had fallen over time. It’s an all-too-easy mistake to make, perhaps having expected unhappy customers to communicate their displeasure and say if something wasn’t up to standard.

But customers are often busy. They want an easy life and it’s only when things have gone too far or another attractive proposition comes their way that they decide it’s time to move on and start anew elsewhere.      

There are many ways a business can continue to enthuse and motivate existing customers to feel good about continuing to trade with them.

Think about coffee shops. There are coffee shops everywhere, a common sight in modern life, but many people remain loyal to their own particular shop. It’s convenient, they like the way their coffee’s made, they may fancy the barista, but even though many customers are happy to remain loyal to their brand lots of coffee shops continue to incentivise them with loyalty and reward cards, free coffees, birthday treats and intermittent offers. They reward long-term customers as a matter of course.

Retail, hospitality and customer-facing businesses often have two-for-one, early doors and discounts that inspire customers to visit as a one-off, but for them to return and become long-term customers other factors need to apply, like the quality of customer service, staff friendliness, the ambiance, how efficiently complaints are dealt with, all often more important than price. And your customers’ priorities may be very different to yours. I’m guessing we’ve all walked away from inexpensive but shoddy service and preferred to pay more for something quality, staying loyal if it’s consistently pleasant and reliable.

Invitations to early product launches, VIP events, rewards and bonuses for being a ‘frequent flyer’ can be added inducements for someone to feel good about staying with your business. There may be nothing on sale, just the promise of food, drink, goody bags, freebies and special offers as well as the opportunity to meet other business decision makers. But it’s enough to make them feel valued, whilst providing a nudge to remain a client or customer. Who doesn’t like something for free!          

Offering ways to support them and their business is another way to ensure that long-term customers feel special and important. Providing workshops with speakers on relevant topics of interest could offer networking opportunities too, maybe meeting potential new customers and other businesses where there might be some synergy. An added bonus could be offering long-term customers time to raise their profile, deliver a spotlight and introduce their business to others in the room.

Every so often it’s important to remind your customers of other items in your range of goods and services. It may be that they’ve become used to placing a regular order, have forgotten or are unaware of all that you offer. Training days are a good time to provide hospitality, improve their skills, whilst also introducing them to different areas of your business.   

Recommending your customers and clients helps their business growth too. If you’re aware that someone has a specific requirement and also know a person who can fulfil that need you’re in a key position to support both sides of the interaction. Understanding your customers means that you’re able to support them and provide ways to help.

What about feedback, surveys and suggestions? Inviting long-term customers to share their observations and thoughts about your business could tap into a valuable resource. They will see your business differently to you and those in the boardroom and may have ideas, another perspective and alternative ways of doing things that could revolutionise what you do. You could obtain some excellent ideas and feedback from the exercise. 

But in-depth knowledge of your customers takes time and comes from nurturing a long-term relationship, where you gradually learn about their business, understand their struggles, celebrate their successes and appreciate where they may be looking to grow. Being interested in them and in maintaining good communications helps your longstanding customers feel valued, even if at times you’re simply remembering their birthday or their children’s names.

Treat your long-term clients and customers well and it’s a win/win situation for you all!   

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Article By Susan Leigh, Counsellor and Hypnotherapist      www.lifestyletherapy.net

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