Sunday, May 17, 2015

Client Rentention and Business Growth

Step 1: Retain, don’t scare

Lets focus on getting current clients to become repeat clients. Lets examine how the first meeting with your client is also the most important for the long-term success of your business.

If you provide services like personal training, chiropractic, or massage, you want to give your clients an incentive to come back again. You don’t necessarily need to present large purchase deals—just that next appointment. Once trust is built, you can get a longer-term commitment later on.

Regular clients are extremely valuable even if you see them once a month. If you gain two clients per week or eight new clients per month who continue to meet with you once a month, in six months, you’ll have forty-eight clients per month.

8 clients per month x 6 months = 48 clients per month



Retention is powerful, and you need a plan to systemically facilitate it. It hardly matters how often you see them or how many appointments they purchase. When you think long term, especially in service businesses, it only matters that you retain them.

Getting the next appointment isn’t the ultimate goal, but it’s the first step for long-term retention. Sometimes getting the next appointment is all you can do in the moment, but you never want to tell clients that just one, two, or three more appointments will resolve all their health problems. You don’t want to limit the relationship, your client’s benefits, or your profits because you felt pressured into telling them so. If they ask how many appointments are needed, be honest, and tell them it depends on the individual circumstances. Give an honest estimate.

Value Client Relationships

This method flies in the face of many sales pitch programs that tell you to get your clients to buy a certain amount in the first meeting. There’s nothing wrong with this approach as long as you don’t scare off potential buyers. The more reasonable, profitable, and consistently successful way is often to earn trust first.

I’ve found that being overly aggressive and trying to “make a bank raid” on the first meeting isn’t the best approach. Don’t try to get your clients to overcommit. Concern yourself with overdelivering, and the rest will take care of itself.

Develop a simple plan to get your clients to become lifetime repeat buyers. To facilitate the process, answer these questions:
  1. How can you make them want to come back again?
  2. What will you present to them to facilitate this?
  3. How can you make the next purchase an irresistible, “no brainer” decision?
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