You need client retention strategies

What if one of your best clients lost your contact information and could no longer buy from you? It happens. Don't let it happen to you. Stay front of mind.

To stay front of mind, you need client retention strategies. Email marketing is one client retention strategy that is effective and takes minimal time.

An example to demonstrate the need for client retention strategies

During a recent nail appointment, my esthetician told me about visiting a local store to buy a plant. The store owner had a limited selection of plants to choose from. She explained that she had lost the contact information for her purveyor of plants and therefore was trying to find another one. One could think a few thoughts on this, for example, how does someone lose contact information in this day and age? Can't she look for the website? Doesn't she remember the name?

Well, when humans are involved there is room for error. Maybe the purveyor doesn't have a website. Big mistake in my opinion. Even a one-page search-engine-optimized website can serve a powerful purpose in helping ideal clients find you online. It's hard to say why she can't find the contact information or remember his name or his company's name.

But that is beside the point. The purveyor himself is responsible for the loss of sales. If the purveyor had a website and an email marketing strategy or other client retention strategies in place, he would be front of mind with the shop owner.

Maybe she only buys plants twice a year, Spring and Fall. Now is the time he should be sending an email to remind his clients that Spring plants will soon be available and they should think about ordering soon.

In addition, if he'd focused on building a relationship with the shop owner, she would have remembered his name or at least kept his contact information in a safe place. Relationship marketing is another client retention strategy that can be employed. When your customers know you, love you and trust you, they are more likely to want to buy from you repeatedly.

An example to demonstrate what happens when email marketing is included with your client retention strategies

During a recent strategy session with my client, L.B. she said she needed an influx of cash this month. I asked her what her client retention strategies were. There was hesitation to answer. I then asked her about her email marketing strategy. You guessed it. She had not been emailing her list.

The result of my conversation with L.B. was that she was going to start implementing an email marketing strategy. We decided on one email per week.

After the first two emails, she had numerous new appointments booked by former clients who had not been in for quite some time. And thus she was able to generate an influx of cash into her business.

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