Client Loyalty: Winning More Work from Existing Clients

Abstract

Winning projects from new clients is much harder than securing follow-on work or a next assignment from your loyal cadre of ongoing clients -- that is if your ongoing clients are, in fact, a loyal cadre. Many opportunities are missed by not using a relationship to explore the organization for other divisions that you can work for. Even worse, neglect, or being taken for granted, compromises many clients' loyalty -- risking even the work already in hand. The author shows how to build loyalty and leverage relationships to the benefit of your client and your company, using the following steps: 1. Preliminary planning, including mapping client organizations, securing constructive feedback, confirming what the client values about your service, determining opportunities to improve your relationship, and strengthening your relationship by listening, then acting; 2. Engaging the client by honing your repertoire of client-friendly behaviors, conducting feedback interviews, reporting on contacts, and re-planning your strategy; and 3. Formalizing the system by planning annual contact programs for each client and keeping the enthusiasm and activity going after the first meeting.