Vow to care for your clients, old and new

21 June 2010

Last weekend I went to my brother’s wedding which was a bit different because he was marrying a Greek Cypriot. So there was no mention of things old, new, borrowed or blue, but this phrase is important to bear in mind when it comes to business growth.

Let’s begin with something old. I’m talking about clients you think you may have lost. Find out why they went away and try to win them back. They are important because research shows a business is twice as likely to successfully sell to lost clients than new ones. Don’t think of a lost client as a lost cause.

Something blue relates to clients who were not pleased with your service. You may not know who they are because clients don’t always voice their opinions. Give customers the chance to tell you how they feel. If you don’t your reputation could be damaged via the internet. Do a post-sale review and speak to front line staff to find out what is being said by clients.

Of course, something new is potential new clients. Too many businesses sell to new customers just once.

Ensure staff give new clients great service. By doing this you can not only sell more in the future but clients will also become advocates.

And something borrowed is where you develop reciprocal arrangements with other firms in terms of providing referrals. This can be enhanced by networking. In the current market the key is to collaborate as much as to compete.

So if you want to grow your business think about how you and your clients can form a strong marriage.

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