In business, acquiring clients is only half the battle; the real success lies in keeping them and this requires considerable effort beyond providing an exceptional service.
Since starting my own freelance business almost a decade ago, I am proud to have several longstanding clients including one I have been working with since 2016. Here are my tips to help ensure that your clients remain loyal to you.
- Understand your client’s goals and challenges
Every client will have unique objectives and pain points. Invest time upfront learning about their goals, challenges and their target client base. Tailoring your approach to meet these needs will demonstrate that you are working in your client’s best interests and that you care about their business.
2. Communicate regularly
Clear, consistent communication is key to any successful relationship. Keep clients informed on progress or delays or any issues that arise. Transparency builds trust because people appreciate honesty over unwelcome surprises! Maintain a consistent communication check-in, perhaps weekly or monthly depending on the nature of the work. Always respond promptly to emails and requests. A quick response shows your client that they are a priority.
3. Meet face-to-face
While most meetings will be done on video, if an opportunity arises to meet your client in person, make the effort! Even if it’s a bit of a trek, meeting in- person once or twice a year will demonstrate your commitment and reinforce the relationship.
4. Go beyond your remit
Businesses appreciate working with people who are prepared to go beyond their remit. I’m not suggesting that you should over-service, but always be helpful and offer advice where you can and introduce clients to your contacts that may also be able to support them. Again, this shows that you care.
5. Get to know your client
Take your time to get to know your client on a personal level. Personal connections will help a client feel valued so take a genuine interest in them. Ask about their professional aspirations, their hobbies and their families. You may find you have common interests which will help deepen the relationship.
6. Be transparent about fees
Unclear fee structures can strain any relationship so always discuss fees upfront and provide detailed invoices.
7. Keep in touch
While all client relationships will come to end, stay in touch with through newsletters, occasional phone calls and emails. If they are active on LinkedIn, be sure to like and comment on their posts. This will keep you top of mind when they need your support again.
How can I help?
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.
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