The following article originally appeared in the September 2012 edition of the Myers Report newsletter published by the firm.
How to Earn Client Loyalty
By: Jane M. Myers, Esq.
There’s nothing magical about boosting your business. It’s just like everything else in life – what you put in is what you’ll get out. It takes a lot of thought, time and genuine caring about your clients to build a strong relationship with them.
Here’s my value proposition to you – don’t complain that you don’t know what to do and that it’s really hard to come up with ideas…I’ve given them to you right here.
If you’re speaking with your clients regularly and sincerely about what matters to them and then providing good value, your phone will ring. You have to think…and think really hard about what matters to your clients …discover what that is, and then deliver.
SPOILER ALERT: this means you’ll be watching a lot less Dancin’ with the Stars and American Idol. Get over it.
Remember, what you put in to your business is what you’ll get out – there are no short cuts. But the upside… the probability for success is very high.
Unless you’re the only game in town that offers the one thing that everybody must have, waiting at your desk for the phone to ring is a business model that’s just not going to cut it.
Here are a few ideas about what you can do to add value to your client relationships:
- Ask your client to describe their ideal client; be a scout and send them work
- Make introductions to help their business: a banker, accountant, lawyer, IT person – be a “connector.”
- Use your client’s services or buy their products.
- Ask your client to be the “expert” on a speaker’s panel with you.
- Invite your client to networking events.
- Occasionally offer your business’s services to them (or their family) for free.
- Send them news articles or other information relevant to their business.
- Go with a client to an industry or trade event to learn about their current business issues – you pay for it.
- Take a client to lunch or dinner. Ask questions and listen to their answers.
- Gain a thorough understanding of your client’s business and find ways to save them money.
- Help find a job for their child.
- Support your client’s charity – especially if they’re an honoree.
Don’t be discouraged that you might not be able to deliver right away – these things take time. The secret is, you have to do as many things as you can and as often as you can to help your clients want to do business with you.
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Please note that this article is intended only as a general discussion and that it should not be taken as creating an attorney-client relationship or as legal advice with respect to any particular person, business or situation. Circumstances and the applicable legal principles vary and you should consult with an attorney and/or other professionals concerning the facts of your particular situation.