On Pruning

I was in the midst of writing an entry that talked about the importance of eliminating the clients that aren't an ideal fit, when an article showed up in my inbox.  It matched what I was going to say, including some steps on how to prune the less ideal clients from your client roster.  So, in the spirit of "I don't need to recreate the wheel", here it is:

Weeding Pumpkins

Keeping Clients

I know that we are all pursuing our passions and turning that into the revenue stream of our dreams.  Right?  Isn’t that what all the coaching gurus tell you:  “Discover your passion and the money will come.”  And I get that money is not the most important thing in the world, but it touches everything that is important*.  Like your mortgage payment, food on the table, your kid’s soccer lessons.

The reality is that you have to work hard and you need clients.

In my last post, I talked about how to identify your ideal client.  What do you do when you have that client?  How do you keep a client?  My cleaning business is sometimes viewed as a luxury item.  We are often the first to go when times get tough.  With coaching, a client can leave because they have hit hard times or they have outgrown you.  There are a variety of reasons.  How do you keep them and keep them coming back?

First, I suggest developing a relationship with them.  It must be sincere.  People can smell a lack of authenticity a mile away.  Know what their interests are.  Be a good listener.  Relationships are two way streets.  If you have done your “ideal client” homework, it is likely that your ideal client is very similar to you.  And if you like the client, it is reasonable the client will like you back.  After all, we hire people that we know, like and trust.

Second, keep in touch.  Call or email to see how things are going.  It is by keeping in touch that you find out about the little things that may be irksome and you can correct them before they become big things.  If you are aware of your client’s interests, send along appropriate articles or make mention of an upcoming event that the client may be interested in.  Do this when the relationship is active and when the work is light and you are hoping to re-kindle it.

Third, hire people that like people and like to be of service.  If you are in a service business, even if you don’t actually see your client (like in the cleaning, virtual assistant, and bookkeeping businesses), it shows when your employees take pride in their work, knowing they are providing a valuable service to a real person.

Lastly, be consistent.  Your service delivery must have a minimum standard that must always be maintained.  This is why your current clients are with you and will refer you to others.  Even when you go through a spurt of growth, service to existing clients must be maintained. 

Remember: It is easier to keep a client than it is to get a new one.

*  I think I got that from Suzanne Evans.