56 september/october 2016
If you want clients to return
again and again, make building
long-term relationships a priority
by Felicia Brown
I
t's a great feeling when a new client enjoys
your services, takes your recommendations,
and rebooks with you. Ideally, you want each
new client to return again and again, forever.
These bread-and-butter clients who consistently
return may also be called lifetime clients.
Beyond the professional satisfaction you receive from
developing ongoing relationships with your clients,
retaining customers helps save time, money, energy,
and eff ort. In fact, studies show it takes fi ve to 10 times
the amount of investment to reach a new client and
get them to try your business the fi rst time than it
does to get them to come back. In other words, once
you've met and done a good job for someone, the
foundation of a "know, like, and trust" factor
has been established, making that person's
future purchases with you much easier.
The
Forever
Client
