Build Better Relationships to Create Better Clients

The best way to create the clients you want is to get to know the ones you have. Create an environment for safe feedback, ensuring people feel valued and part of the process, and become smarter about what works well for your client base.

[Download the free guide to building better relationships with your clients]

Here are suggestions for strategies and techniques to build and strengthen relationships with each client, leading to deeper insights, and increased sales and retention. 

1. Call People By Name

Dale Carnegie, a famous American writer and lecturer, once said, “Remember that a person’s name is to that person the sweetest and most important sound in any language.” 

The Bar Method knows this better than most businesses, and it shows in their customer service model.

• In studios across the country, employees are required to memorize and greet every client by name.
• By knowing each client's name, instructors are able to speak directly to people in class to give feedback and praise.
• This effort, while may seem small, creates a welcoming environment where clients feel a sense of belonging. 

Train your instructors and front desk employees to properly memorize names by using Carnegie’s LIRA formula. Encourage the staff to greet clients this way, which will lead to more membership sign ups and contract renewals. 

2. Remember the Client is Always Right

You may personally disagree, but if you implement this motto into your business practice, even your most agitated clients can turn into advocates. Be open and transparent in all communications to ensure the client experience is as positive as possible. 

If your client is upset, make every effort to right the wrong.

A discount, refund or special attention during the next class can go a long way to repair a less than stellar client experience. Gestures by management do not go unnoticed, and can be the deciding factor whether or not to continue business at an establishment. 

Be open-minded

Truly listen to what your clients have to say, and don’t take it personally. The ultimate judge is your client base. If they aren’t pleased or create more demand for a popular product or service, take notice and reevaluate your model.

3. Conduct Personalized Outreach

I regularly shop for makeup at my local department store. One particular representative from over five years ago made a significant impression on me. Not only did she have a friendly demeanor and take detailed account notes about my purchases, she also periodically called me on the phone.

By recalling details from our last in-person conversation, and remembering some of my makeup goals, her phone calls felt less like a telemarketer, and more like a friend calling to say hello. Her approach to promote an upcoming event or sale was so personalized that it felt genuine even though she was just doing her job.

There is a lot we can all learn about treating our clients this way: a little detail goes a long way in establishing authenticity and creating repeat client visits they may not otherwise plan to make.

4. Create a Loyalty Program

Always remember to express your gratitude and look for opportunities to create benefits for your clients. One great way is to create a loyalty program that rewards members with discounts and opportunities. Here are some options to consider: 

1. Offer classes at a lower price for members who purchase class packages (the more classes included in the package, the less it costs per class).
2. Set a goal for clients to take three classes a week for one month. When students demonstrate this attendance, they will be eligible for a certain percentage off studio apparel or a free next class.
3. For every ten classes attended, you get a free class.
4. Invite a friend: distribute cards for members to bring a friend to try a class, free of charge.

5. Ask for Honest Feedback

Proactively give your clients various outlets to provide your business with feedback. In order for this system to work, ensure you’ve made customer feedback part of your company culture by listening to and implementing the suggestions you receive. 

• Email newsletter: Whether daily, weekly or monthly, delivering content directly to your clients' inboxes is a great way to proactively communicate with them, helping them to feel included and supported. You can include surveys and questionnaires that request feedback.
• Suggestion box: In your physical location, provide a place for clients to leave anonymous or signed notes to the business before or after class. Leave a sign indicating that the manager or owner carefully reviews each.
• Social media: in your bio and posts, make it clear your business is open to hearing what your customers have to say.
  • Monitor reviews on Facebook and Yelp, and advertise Twitter as a resource for customer service.
  • Invite constructive criticism, and take action when you receive it.
  • Always respond politely and promptly, either via comment or direct reply. This will demonstrate your brand is listening and encourage customers to give feedback regularly, instead of waiting until a problem has become so unbearable they never return. Good clients will give you the opportunity to make something right instead of disappearing without reason.

If you are implementing a new policy

Sometimes, business decisions need to happen without public input. However, if you launch a new policy and receive negative reactions, take time to explain to your clients why the decision was made.

• Have in-person conversations where you share the thought process and why you think the decision is good for all parties involved.
• If possible, stay ahead of negative reactions by including your customers in the decision making process before making change that may rock the boat.
  • Consider running a trial period, asking for customer feedback before changes are set in stone. 

Do you have any stories about how a great client relationship helped your business? We’d love to keep the conversation going, so please share with us in the comments.

[Download the free guide to building better relationships with your clients]