No matter how talented a team you have in place, no small business can stay afloat without a steady stream of clients. With the well-being of many businesses largely dependent on repeat clients, it’s in every enterprise’s best interest to keep patrons satisfied. Unfortunately, a fair number of small businesses drive away clients without even realizing it. In addition to a short-term financial setback, the loss of a client can also generate negative word of mouth – particularly if the client in question is a person of influence. Small business owners looking to prioritize client retention would do well to avoid the following blunders.
Missed Deadlines
Although completing work by an agreed-upon date may seem like a no-brainer, a surprising number of small businesses consistently struggle to meet client deadlines. Needless to say, most clients are unlikely to be amenable to work that’s submitted late, and you’d be hard-pressed to find patrons who are willing to recommend you or give you repeat business in the wake of a missed deadline. In fairness, it isn’t terribly usual for deadlines to be amended as certain projects evolve in scope and ambition. However, in instances like these, it behooves small businesses to keep clients in the know every step of the way, as this ensures that an expanded schedule doesn’t come as a surprise to them.
To help prevent missed deadlines from becoming a regular occurrence, don’t agree to complete projects on timelines you know your staff can’t handle. When trying to win over new clients, you may be tempted to commit to untenable deadlines. While doing so may benefit you in the short term, it will ultimately make your business look bad and draw client ire when those impossible deadlines aren’t met.
Poor Communication
It’s vitally important for your enterprise and its clients to remain on the same page throughout the completion of projects. If there’s little or no communication while a project is underway, don’t be surprised if a client is thoroughly displeased with the results. Additionally, just because a client isn’t contacting you doesn’t mean you shouldn’t be reaching out to them. In some instances, a lack of communication may lead a client to believe that you’ve got everything covered and therefore don’t require any additional guidance. Unfortunately, a fear of appearing unprofessional prompts certain businesses to avoid reaching out to clients when they require assistance or clarification. While some clients may find this slightly cumbersome, they’re liable to be far more inconvenienced by results that don’t meet their expectations.
In the interest of avoiding communication snafus, make a point of communicating with clients on a regular basis. Use these opportunities to provide them with project updates and ask any relevant questions. Furthermore, encourage clients to reach out to you whenever they have any questions or need to amend project details.
Lack of Appreciation
Regular clients are the lifeblood of any small business. That being the case, you’d be wise to show them appreciation at every opportunity. The more valued a client feels, the more liable they are to feel personally invested in the continued success of your enterprise. As such, you should take care to be as courteous and magnanimous as possible in any and all client interactions. Additionally, you can show regular clients how much you appreciate their patronage by providing discounted rates to repeat customers.
Providing clients with little tokens of gratitude is another great way to show your appreciation. For example, giving them promotional products that bear your brand’s logo can effectively provide your enterprise with free advertising. For best results, make sure these items are things that your clients will find of practical use, like engraved pens, tote bags, water bottles and clothing.
You’d be hard-pressed to find a small business that’s able to muddle through without regular clients. Since every first-time customer has the potential to become a repeat patron, your enterprise would be well-served by going the extra mile for every client who darkens your doorstep. As you’ll quickly discover, no client is expendable, and it’s important for this to be understood by every member of your staff. If keeping clients coming back is among your business’s foremost priorities, take care to steer clear of the mistakes discussed above.
