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If you’ve ever felt like attracting clients feels like a bloodbath war akin to the Hunger Games you’re not alone. Client attraction continues to remain a resource intensive endeavor for any business to survive in today’s competitive market.

The internet has to a degree leveled the playing field, allowing small-medium sized businesses the opportunity to market to the world. However, this has led to a world filled with digital noise; which adds another barrier to client acquisition.

Countless companies invest heavily into marketing and sales campaigns focused on attracting and converting prospects into clients.

So why is it when a prospect finally manages to filter through the digital noise and signs up for the service or product, the campaign stops?

This is one of the major ways businesses leave a lot of money on the table –

Stopping the campaign after a prospect becomes a client. 

What does stopping the campaign look like?

Here are three common ways this issue occurs –

1

Lackluster Onboarding

Think of your all-time favorite hotel experience. Chances are from the moment you booked a reservation through the day you checked out, every detail was proactively catered to.

The only decisions you had to make were simple – What do I want to do today and where do I want to eat? Once you made your decision and alerted the hotel staff to your desires, all you had to do was show up and watch the magic unfold.

By making the after-sale process as simple and proactive as possible businesses have the power to cultivate deep roots of loyalty with their clients.

When loyalty occurs expect the lifetime value of that client (and the referrals they send your way) to expand exponentially.

Sadly, too many businesses start off the hard-won relationship in reactive mode.

First, the client is slammed with information overload.

Do you really think clients have the time to read through your entire support database to get their questions answered? Too many clients are left to figure out next steps or decipher how to use a product on their own or with limited hard-to-reach support.

Then there’s the corporate maze of human contact. How many people do your clients have to contact in regards to their account? Where’s the single point of contact that’s focused on meeting their needs with exceptional service?

What can you do to avoid giving clients valid reasons to spend less money and time with your company?

2

Little to No Follow-up

Somehow the client has managed to make it through an overwhelming (or underwhelming) onboarding process, they haven’t asked for a refund, they’re still with you. Here’s an opportunity to be proactively helpful.

A phone call would be great. As would a personal email to ensure questions and issues are being answered. Unfortunately, too many companies send generic auto-emails from a generic support inbox, where someone they don’t know will get back to them at some point.

Shockingly, many companies still have no follow-up protocol during the delivery and service phase of their customer’s journey.

If by chance the email does come from a dedicated account manager it’s 20% client-focused and 80% sales-focused. At this point, clients are being taught that all communication from Company X is focused on selling them more stuff.

Most clients take a hostile position to this and begin to express their frustrations over Company X being unable to fulfill their basic promises.

Get ready for money to start walking out the door, for refund demands to flare up, for online negative reviews to spread like wildfire, all because the company’s communication is focused on their KPIs and not serving their client’s needs.

It’s been said in a myriad of ways from customer-centric marketers and is worth repeating –

Clients primarily care about their lives and their success. Your company is a means to help them get to where they want to be, so help them get there.

As serendipity would have, by being your client’s ally, and not another pain-point, your KPIs benefit immensely.

Make your follow-up consistent, purposeful, meaningful, and human. Proactively demonstrate that your client’s success is not just an empty mission statement.

3

No Long-Term Loyalty Plan

How long would you like a client to stay a client? A few weeks? A few months? Or a few years?

For example, I’m an Amazon Prime customer, most likely for life. Why? Because life is easy in my Amazon world. I could care less about what Jeff B. is up to these days, but I do care that my premium dog food and hiking gear shows up on time.

Amazon has been conditioned into my life as my go-to for many things I do and don’t need. Every month I contribute to Amazon’s KPIs, almost enthusiastically (good job Jeff).

On top of meeting basic service requirements (i.e. making online shopping hassle and confusion free) they provide perks and upgrades, just because.

For all the money I spend with them, what do they ask for in return?

Reviews – Done!

Word of mouth referrals – All the time!

The result? My life is catered to and they continue to thrive.

Win-win all day.

Amazon has made it difficult for a competitor to attract my loyalty.

What is your company doing to make it difficult for a competitor to capture your client’s loyalty?

Here’s how you can view client loyalty –

Attracting, servicing, delighting and building a real connection into a client’s life in such a way that when the time comes for them to buy or refer, your company is on the tip of their tongue.

This requires consistent effort, time and strategy. The companies that we all admire are hyper-focused on customer loyalty; with the success to prove it.

What can you do today to start ensuring your client’s onboarding process is proactive; your follow-up is immensely helpful and your moments of delight deepen loyalty?