The Daily Journal for Ad Agency New Business Hunters

Developing Loyal Clients

Posted by Shane Murphy on Wednesday, July 26, 2006

handshake.jpgDeveloping loyalty in your client base.  Sometimes, it can seem as far away as the next universe over.  But it doesn’t have to be, right?

Of course, we all dream of a day when prospecting is but a limited part of our days.  When the business comes to us, not the other way around.  It seems like a pipe dream much of the time.

But it doesn’t have to.

Your day, if it’s anything remotely close to mine, consists of a good amount of prospecting, with a much smaller percentage of selling to existing customers.  So how do we build up that loyalty in our existing clients?

It’s all about relationships, of course.  I came across a short blog post today citing the words of a research psychologist.

When people feel like they’re being recognized as a human being on the other side of a transaction, as opposed to being the transaction, then they have a more positive response.

On it’s face, that seems like a pretty simple concept.  But sit back and take a look at your daily activities.  When you call on an existing client, what is the interaction like?  Not for you… for the client…

I challenge you to take a few moments to consider that question.


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