Magazine article Training & Development

How to Six Key to True Client Loyalty

Magazine article Training & Development

How to Six Key to True Client Loyalty

Article excerpt

Customer satisfaction doesn't always lead to client loyalty. Even when your clients are completely satisfied with your product or service, 40 percent will leave and start doing business with your competition. Even though you'd still retain more than half of your clients, losing 40 percent will cost you more than you may thi8nk because attracting new clients can cost nearly double what it takes to attract repeat business from your existing client base.

What's the solution? You need to go beyond client satisfaction and develop the rapport that will make clients adore you. Only then, will you achieve true client loyalty. Increased technology isn't the way. In fact, the more high-tech the business world becomes, the more challenging it is to build client rapport. Despite their conveniences, email, voicemail, palmtops, and other technological marvels take our attention away from customers and eliminate the human touch needed to build long-term client relationships. And new technology makes it easier for your clients to come in contact with your competition.

Here are six rapport-building tips to help you go beyond client satisfaction.

1. Truly listen to your clients' needs. Your clients want to talk about themselves, their situation, their wants. The more you talk about your business, the more you turn away your clients. Stand out by focusing on them and listening. To test your listening skills, ask whether your mind wanders, you make silent judgements, or you think about what you're going to say next. And, ask the client open-ended questions.

2. Establish common ground. Clients want to feel a connection beyond just being a client. If clients come to your office, make your office decor an extension of your personality and likes, with family photos, travel shots, and other mementos. Or you can develop telephone rapport. For instance, ask your client's hometown. …

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