No doubt you're familiar with the adage about a bird in the hand being worth two in the bush. Well, this old saw is especially appropriate when talking about customers. But you'll have to adjust the math: on average, finding a new customer costs five times as much as keeping an existing one!
Talk to them. How you communicate with your customers isn't that important; what's important is that you do it! Stay in touch with email newsletters, mailings, or a blog. These methods remind your clients and customers that you're around when they need you. You can even call them to let them know about a sale, a new service you are offering, or just to ask if there's anything else you can do for them.
Get personal. If you want your company name to be the first thing people think of when they need your product or service, you need to build personal relationships with your customers. That's why it's helpful to call or send a card on special occasions — like birthdays, anniversaries, or promotions.
Show your appreciation. Letting them know you appreciate them builds a personal link and can help keep clients loyal. Something simple like sending a $5 gift certificate to a coffee chain and saying “Have a drink on me” goes a long way in relationship building. You may consider thank you notes to be no-brainers, but you'd be surprised at how many entrepreneurs neglect to write them. Take the time to show your customers that you genuinely appreciate their business, and they'll remember your thoughtfulness.
Bring people together. Linking up your clients and referring them business is a powerful way to encourage loyalty. People never forget who referred them, and by helping them grow their business, they in turn might need your services and products more as well.
