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Loyalty is the Key

As a business coach I am always amazed at how hard some companies work to gain clients but then in their innocence let them walk out the door.

When I worked for Fitness First Plc we enjoyed the lowest attrition rates compared to other gyms and it was down to customer service.

We had a system for everything including customer services. We would welcome clients in, get them a programme to suit their needs, assign a trainer which is all standard gym procedure. What we did that was different is that we phoned them if they had not been in for 10 days. The manager called them after 30 days to see how things were going – we focused on them!

By doing this we were able to retain and grow our memberships.

This is true of any business. If you look after and build relationships with your clients you will exponentially grow your business as satisfied clients spend more with you and refer you.

Look at these stats if you don’t believe me:

It is easy to see that paying attention to your client base counts.

If you then compound this with the following chart you begin to see that keeping customers happy means minimal overhead, maximum profit, year on year:

Imagine if your clients then referred you just one client a year and you looked after them – what then?

Finally, to capture the client in the first place means you need to be in contact with them fairly regularly. I was amazed the other day when I received a phone call from the garage I had put my car into for a service and MOT. They wanted to check I was happy. I am now a regular customer. Why because they showed interest in me as a customer. Here’s the model that bears this out:

Remember, your clients! They are your biggest source of on going revenue!

Steve Jones is a business coach, public speaker and strategist providing his services to the SME market.

Visit his website

or e-mail steve@skillsforbusinesstraining.co.uk

or call 07971 882628