Did you know that as many as 68% of clients go elsewhere because of indifference? It's not necessarily that they don't like your product or service, or don't need it, or have even been unhappy with their experience. It's just....well....indifference breeds contempt (so they say). It is possible to increase your clients by 50% without increasing your marketing budget, simply by working with what you have in your hand.....your existing client base. This weeks Healthy Marketing Guide offers some suggestions to develop and nurture your client relationships so they keep coming back for more as well as bring their friends!
1. Know your customer
It is so easy to assume we know why our clients come to us, without actually asking. It is just as easy to assume you know the reason they stop coming. Asking then why they are here, and what their expectations are, allows you to guage whether you actually delivered. Don't be afraid to ask! They will appreciate you took the time to bother, and the feedback they provide will be invaluble, not to mention the great testimonials you can obtain when they give positive feedback!
2. Show your clients you care
Sounds like a cliche, but it really is true! When you have taken the time to get to know your clients, and then show you care by sharing something that is meaningful to them, or remembering their birthday or major event in their life, it really matters. Showing you care is a great way to 'connect' and build an even better rapport.
3. Do followup calls
Followup calls are a must for new clients and important for existing clients, especially during a healing crisis or more intense issue than usual. A genuine "just wanted to see how you were feeling after last weeks session" will help you stand out from the crowd of people providing similar services. Just another way to show 'you care'.
4. Educate your clients
Have you ever discovered a client has gone elsewhere for a service you offer, just because they didn't know you offered it! Educating your clients on what else you can do for them, let's them know what other benefits you provide, and gives them more reasons to keep coming back.
5. Have a meaningful newsletter
A newsletter is a great way to educate your clients about what else you do. It doesn't have to be complicated. Just make sure the content is meaningful, and has a "what's in it for me" flavour. It's not about you, it's about your client. Again, ask them what they would like to know about, and include it. I suggest including something to educate, something to inspire, and something to recommend or promote. One or two pages is plenty.
6. Do a survey
Quite often when I suggest this, people recoil because they are scared of negitive feedback. But, I have found the opposite to be true! In most cases you will find the feeback to be useful and positive. Surveying your clients helps to ensure you are delivering what they want, and responding to opportunities to improve your service. Try www.surveymonkey.com for free survey software that's easy to use.
7. Listen and respond
Instead of going into autopilot when a regular client comes in, take the time to genuinely listen to what's been happening in their life. Be responsive to what they have to say without just churning out the same old conversation.
8. Create community
This is especially important when we are always dealing one on one with our clients. Being part of your local community where your live their day to day lives, takes you out of the clinic and office and into the real world. You can also create community online through social media where interactions can take place outside 'work'. This adds another dimension to the relationship. Why not try an open day with a social event attached, or a special gathering to mark an important date or event.
9. Surprise them occaisionally
Even the best relationships become boring. Don't let that be an excuse for a client to 'move on'. Introducing a new strategy or idea to how you normally work with them helps to maintain their interest.
10. Reward their loyalty
Why is it that 'new clients' have all the luck? Introductory offers, special deals and discounts should not be reserved for new clients. Adding value to existing clients, rewarding them for referrals, sending a 'no strings' birthday gift or just a thankyou for continuing to be a valued client goes a long way!
To your health practice success...
Krishna
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