Walk Like a Giant, Sell Like a Madman

16.2. Retaining Your Best Clients

You probably spend a great deal of time and effort attracting great clients, so when you find one, nurture the relationship to keep that person from wandering off. Think of the relationship as a marriage. To keep your marriage strong, you need to continue to date your mate; show affection through words, gifts, and acts of kindness—three of the five love languages that Gary Chapman describes in his popular book, The Five Love Languages (Northfield Publishing, 1995). Here are some ways you can help your best clients feel the love:

• Keep in touch with your clients. Call them, send occasional greeting cards and e-mail messages. In Chapter 8, "Hosting Your Own Hour of Power," I encourage you to set aside one hour every day to keep in touch with current and past clients.

• Send or deliver gifts to your clients as a token of your appreciation. Gifts may include flowers, inspirational books, plaques, or anything else you may feel appropriate based on what you know about each client.

• Demonstrate an act of kindness. If you know that your client is dealing with a problem and you know of some way or someone who can help, offer your assistance. If you know your client is out of work, for example, and you know someone who could use this person's talents, introduce them to one another.

Keeping outstanding clients is a lot easier than finding new outstanding clients. Remember: Nobody generates great leads better than a great client does.