Keeping – and Gaining – Customers

In these challenging economic times, keeping your existing customers is a sure strategy to ride the waves of instability. That’s easier said than done – but here are eight key principles to follow.


1. Dissatisfaction is the first step to losing business

Ensure that any client dissatisfaction is detected and dealt with as soon as possible. It usually takes time before a client’s frustration grows to the point of making a change, so spotting and removing potential sources of dissatisfaction as early as possible is crucial.


2. Develop perceptions of value

Senior people in client organisations must be made aware of the value you’re bringing to them. So document all the good news. If your clients don’t understand the value you’re bringing them, they’ll see little problem in changing suppliers. So – in established accounts – look for ways of drawing the attention of senior people to the benefits they’re getting from using you. Remember, these are the people your competitors will be targeting for their business.

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