Everyone knows that it can cost up to 5 times as much to obtain a new client as it does to retain a client. Interestingly, I learned huge lessons about retaining relationships (i.e. clients) while I worked on staff at a church. Here is a small part of the story.

A strong mega church excelled at bringing in large numbers of visitors through its appealing message and amenities. This same church lost many who simply fell through the cracks despite a caring but over stretched staff. Recognizing that this was a problem the church created a position to help close the back door. Enter me.

So how did this church begin to stem the tide? I attribute it to many small acts of kindness that expressed true commitment and caring. Phone calls were made to thank people for coming, people were introduced who might benefit from knowing each other, people were asked to volunteer personally, many people shared meals and worked together on projects that benefited others, and birthdays and significant events were recognized.

It is important to remember what I first stated – that the church was already a strong church (like I hope your business is already a strong business), and everyone was stretched. But a decision was made that building relationships had to be a priority because no one likes to watch people walk out the back door.

I just started reading a book “365 Thank Yous – The Year a Simple Act of Daily Gratitude Changed My Life” by John Kralik. Jeffrey Zaslow, coauthor of “The Last Lecture” calls it “Profoundly honest and uplifting,” and I wholeheartedly agree. Join me in taking a moment each day to appreciate the clients who pay us on time, appreciate our work, continue to work with us and refer us to others. This practice is bound to uplift our spirits, and it is sound business advice since it costs less money to keep a client than to find a new one. Please email me with your best story about how to show appreciation.

Long-term business relationships tend to build gradually. We meet someone who has seemingly common interests and goals and over time trust can be established. Questions like “if I recommend this person’s business how will it reflect back on me?”, “will they treat the lead I just gave them well?”, “will they help me build my business and reputation also?” will only be answered as we make opportunities to interact together.

I was excited to hold my first Community Service Class this week – “Marketing 101 – A Crash Course”.  The meeting was hosted by Amy Mangione who is the owner of Fratellos Cafe’ and Catering. I loved the free flow of ideas as we talked about different aspects of writing a Strategic Marketing Plan for your business (writing a step-by-step plan on how to get your business where it needs to go utilizing different marketing techniques).