Nurture Your Clients One Relationship at a Time

nurture business relationshipsYou’ve heard it over and over again:  It’s easier to keep a client than to get a new one.  Those of us who have been in business for a while know this to be true, but how many of us are actually intentional about the nurture process?  What is your relationship with your clients??

Because people do business with people they know, they like and they trust, here are some ideas to address how well your clients know you, how to get them to keep liking you and some tried and true ways to build lasting trust.

How well do your clients know you?

You the person behind the business:  Think about your biggest or oldest client.  What does that person know about you? You might argue that they don’t need to know anything beyond the fact that you provide great and quality service… true, but connecting with them on a personal level will keep you top of mind when someone new comes along with a better offer.  If they know you and your values, they might call you and offer you the chance to match the new price or offering.

How do you nurture a client relationship?

  1. Schedule catch up calls and meetings
  2. Send updates about your company and your successes
  3. Invite clients to milestone celebrations:  1 year, 5 years etc. in business.  Celebrate the amount of time they have been your client.

How well do your clients know your staff?  Your staff is an extension of you, of your brand, of your core values and of your competence.  Make sure that you are being well represented. Encourage your staff to nurture client relationships as well as you do.

Your clients will keep liking you if you pay attention to them and their needs

Set yourself up as a resource and solutions provider.  Offer additional services for free. “In honor of our contract that is being successfully executed, I’d like to give you xyz because you are the type of client we love to work with!”  What is xyz?

  • A status report on the amount and type of products provided.  (This allows you to review the contract and show how you have performed.  This also opens the door to point out areas for improvement that might lead to future contracts).
  • A status report on cost savings or time efficiencies
  • A gift card
  • A white paper or checklist on industry standards and how the client compares
  • An interview/testimonial opportunity that will allow the client to be in front of your audience

Trust is a two-way street.  What can you do to be seen and admired as trustworthy?

  • Admit mistakes immediately.  Offer a solution that is tangible, appropriate and heartfelt.
  • Embrace the concept of transparency.  Let your clients know how you will work with them and what will be done if there is a problem.  The best time to do this is during the client onboarding process, or during the catch up calls/meetings mentioned earlier.
  • Offer to help and don’t be afraid of asking for help.  The question “What can my company do to improve our services?” will be well received by your clients.

Want more info?  Here is a great article by Steff Green from WorkFlowMax called “10 things you’re not doing to nurture your clients”

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“Nurture Your Clients One Relationship at a Time”

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Nancy Allen


G. Nancy Allen is an international speaker, coach, consultant and expert on women’s business issues. Nancy has over 30 years of experience helping small business owners at all stages of growth. As President and CEO of WBDC Florida/Her Company Incorporated, Nancy manages and leads an incredible team of staff, sponsors, partners and women business leaders who are dedicated to certifying, connecting and championing women in business. Nancy has been recognized for her work on behalf of women in business through numerous prestigious awards: -Nancy was recently honored by the International Career and Business Alliance (ICABA) as one of South Florida’s 100 most accomplished Caribbean Americans. She is especially proud of this award because it highlights her heritage as well as her professional accomplishments. -Nancy is the recipient of the World Women Leadership Achievement Award from the World Women Leadership Congress -Nancy is also the proud recipient of the Association Marketing Award from Women in ECommerce. -Most recently Nancy was named Honorary Ambassador of Cascais, Portugal by the Ambassador’s Club of the Industry Sector of Cascais and the Estoril Coast. Nancy’s personal motto is Connections, Creativity and Courage in all endeavors. She holds a Master’s Degree from the Johns Hopkins School of Advanced International Studies (SAIS, 1982). She was born in Haiti and raised in South Florida. Nancy is bi-lingual in English and French and is fluent in Spanish and Creole.