As marketers, we know firsthand the importance of having a concrete connection with customers. Have you ever been to a networking event, met a lot of people, and never talked to them again? It happens not because you don’t like them, but because you weren’t able to cultivate a valuable relationship with them.

Don’t be misled by the idea that the more contacts you have, the more business you gain. Marketing is not just about the number of people in your email list or database – but the ones you convert into lasting relationships. And the real question is, how can you make it happen?

BUILDING BLOCKS TO NURTURING CLIENT RELATIONSHIPS

Ask brand owners if customers find their business worthwhile, and you will mostly get a yes. But ask their customers, and instead, you will hear a different answer. Success in business does not always mean you have to keep searching for new clients - not at first, at least. Especially in the early stages of your business, you need to stick to what you have and find ways to nurture it.

CONSISTENT, PERSONALIZED COMMUNICATION

Consistency in communication serves as the key to lasting client relationships. Think of ways to communicate as your brand’s image, and handle it with a substantial amount of strategy. Communications include every aspect of your business, from face-to-face transactions to your marketing emails.

One effective strategy is to know your audience – who they are, how they interact, and what they want. With customer knowledge in hand, you can generate an approach to communication that reinforces your brand. Integrating personalized handwritten emails is one effective way to complement your brand’s communication and make your clients feel valued.

UNDERPROMISE AND OVERDELIVER

Perception is reality. In all business transactions, customers will always have an expectation that brands and businesses have to meet and manage well. How your customers perceive your product, service, and company influences how well it sells, how many satisfied customers you get, and how people talk about your brand.

People love to feel like they are getting more than what they expected or paid for. So, when you exceed the expectations of your customers, the perception light bulb starts to flicker and creates a new reality.

Exceeding customers’ expectations extensively benefit your business as it may result in repeat sales and free advertising through word of mouth. The impressions made from your service reflect the brand and the sales you generate.

APPRECIATE AND RECOGNIZE

Customers are the cornerstone of every business industry. And no customer wants to feel that he or she is just a number. Studies have proved that customers tend to be more devoted to a business that invests time and effort to show appreciation for their customers - loyal or otherwise.

In an industry where competition is ever-increasing and consumers have various options, it’s even more crucial to cultivate a loyal customer base. Your customers need to feel you appreciate and recognize them – individually and personally. Reward long-time customers with loyalty discount programs through reward cards, vouchers, or promos.

Make your customers feel special, even in the simplest of ways. Many sales databases have often-ignored data points like the date of the customer’s first purchase or what they were looking for when they first came to your brand. Ensuring they know their value to your company will help keep them brand-loyal. As for your business? You’ll enjoy an increase in profits and keep your business thriving.

INCREASE THE VALUE OF EACH CUSTOMER

For a business to be successful, it needs to captivate and retain its most profitable customers, also known as high-value customers. To do this, business owners need to analyze customer profitability and maximize value. Next is to develop and execute strategies that will build, foster, increase, and nurture your relationship with them.

Customer satisfaction is the life force of any industry, and it should always be one of the top priorities of any profit-oriented business. Be consistent in communicating with and selling to these potential or existing high-value clients and let them feel appreciated and recognized. By doing so, you are increasing the value of your business and propelling it as a trusted brand that they simply can’t live without.

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