So many entrepreneurs spend more time and effort on getting new clients than on retaining and delighting those whom they already have. Repeat clients are often noted as the most lucrative because they already know your work like who you are and trust that you’ll do a good job when you return. Incorporating these five strategies, will help you get the most out of your existing client relationships and may even turn into cash in your bank account!
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#1 – Create a ‘Nurture’/’Retention’ Package
To get the most out of your existing clients create a retention package or offer for this group that is clear, value added and easy to understand. Create an offer that makes it easy to take the next step with you. It’s much easier to gain business from people who already know, like and trust you. Check in with your past clients and ask them what services they’d be interested in and craft your package around their needs… then – OFFER IT! AND REMIND THEM – studies have shown that it takes 4-7 times for people to even ‘retain’ things today… so – go for it.
#2 – Segment Your Current Clients & Followers
Many entrepreneurs have a large list but have not segmented the list understand who’s who and what’s what. Client types may include: Leads, prospects, past clients, casual business acquaintances, and even family members. The earning power of your list is in those on your list who were most likely to purchase from you, and benefit from your services. And there’s nothing worse than receiving multiple messages to things that don’t benefit you. In fact, when you attempt to market to people who are not interested, you run the risk of them easily opting out. Segmenting your list may take some time and attention, but once segmented, you will better understand who is on your list, what their needs are, and how you can best help them. Segmenting can give you the perspective you need to create powerful Auto-responder messaging sequences with your emailing system. Messages can include valuable content, as well as offer people little bits and pieces of you in special packages. For instance, if you’re a past private client of mine, you’ll receive emails with special offers and opt in codes when I launch my live coaching programs – (with special bonuses or values just for you).
#3 – Set Up A Nurture Sequence
A ‘nurture sequence’ is a messaging campaign that offers clients packages, specials, offers, discounts or referral rewards. You can set up autoresponders to run quarterly, seasonally, cyclically or based on a start date with any a campaign. Of course, you’ll need to plan out how often people will hear from you. Sometimes these campaigns can bump up against your newsletters and may flood followers inboxes, so you need to be sure you have a master messaging plan. A great way is to set up a sequence to begin when you complete your package with a client, ‘tag’ them, (or place them on a different list if using MailChimp or aWeber) and then they’ll receive the pre-scheduled messages as part of your pre-planned nurture sequence that cures according to your pre-set schedule. Once designed, a Nurture Sequence can be set to fire 2, 4, 6, 9 months after or whatever you’ve preplanned.
#4 – Feature Past Clients Through Newsletter Nurturing
One of the best ways to nurture your existing clients is by regularly sending out interesting and valuable content in your newsletter. Think of your newsletter as a way to provide consistent value and the reminder that will keep you top of mind. Consider adding a newsletter or ezine segment highlighting your services in the form of a testimonial or client case-studies/spotlights. For instance, one of my clients has instituted a ‘What Have We Done For You Lately” segment in her weekly newsletter that highlights 3 of her recent client results.
#5 – Create Consistency For Marketing Mastery
SET UP A MARKETING DATE WITH YOURSELF on your calendar. – This is one of the critical factors for success in marketing, and one of the easiest ways to escape the feast or famine cycle of clients. Put a date on your calendar to touch base with past clients monthly or quarterly. To make it easy – you may want to create an email template follow, or even write yourself a script if you prefer to make phone calls. Many people who are interested in working with you, may be waiting for you to make the first move – and create an offer for them. A great, non-threatening way to do this is to send a ‘checking in to see how things are going’ message! Remind them of their interest in working with you, and where they are now. Most people will appreciate this level of attention, and feel honored that you took the time to touch base.
Some entrepreneurs report as much as a 70% increase in income when they began to consistently implement nurture strategies such as these listed above. Remember that your client’s communication preference may differ: some are emailers, some prefer to talk live over the phone while some are likely to be Social media users. Be sure your strategies appeal to many different client preferences, and follow up with them regularly.
What are your nurture techniques?
Chose at least one from the list above and make a date with yourself to institute it this week. What nurture techniques do you use? How do you keep in touch with your current clients and continue to offer value so that you make repeat sales? Please share your wisdom in the comment section below.