Secrets to Success Deborah Cole Micek and John-Paul Micek

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Client loyalty needs nurturing

There's one fact that we always encourage our business coaching clients to remember: 90 percent of your money, energy and effort goes into getting the first sale with a client.

After that it takes very little time and even less money to maintain and grow that relationship. But sadly, this is something that few small-business owners or professionals take to heart. Most business owners move on to "getting more clients" instead of nurturing the ones they already have. When they do this, they're losing more than just symbiotic opportunities. They're losing their reputation.

One simple way to reassure your clients, reinforce their decisions to do business with you and honor them for their loyalty is by instituting an intentional follow-up plan -- a series of small events, messages or interactions to keep your company name associated with positive thoughts in the minds and hearts of your clients.

What small business can learn from the most successful auto dealer in the world:

One company that fully understands the concept of reinforcing and rewarding client loyalty is BMW.

I'm sure you've seen one of those cute new Mini coupes or convertibles that hit the roads a year or so ago. Well, a friend of ours bought one recently, and she raved about their client care and follow-up. She told us that she received more gifts and follow-up letters since she bought her car than she did from most boyfriends, never mind any other company she's ever dealt with.

These aren't necessarily big, luxurious gifts. They're more like small tokens of appreciation to share with your friends and family who like your new "toy" -- mugs, postcards, notepads and other small gifts, ALWAYS coming with another variation of a "Thank you for being our valued customer" letter inside the package.

Think about it. Who doesn't enjoy receiving surprise gifts in the mail? Not too many people, I'm sure you'll agree.

Business coach's corner

Take that step and make it the first one in a complete system for building better client relationships. When you do, you'll keep more clients longer, spend less on marketing and turn your current clients into raving fans.