When you consider the effort to acquire a new customer, it only makes sense to take care of that customer after the sale. No matter how many new customers you bring in the front door, if they're walking out the back door your business will never truly grow.

Following up after a sale is one of the key ways to increase customer loyalty. Your follow up helps new customers feel that they've made the right decision and it strengthens the trust they have in working with you. This is important because you want every customer to feel that you will improve their business or their life. Of course, the best way to gain their trust is to follow through and do what you said you'd do. But, I've found that the second best is to do more than you've committed to. This is where the old adage "under promise and over deliver" fits in.

When I sign a contract with a new customer, I always think of one more thing I can do for them. Then I call to tell them, "You know, I've got one other idea I'd like to implement for you without charge." This approach really hits home with them because it is something that no one else does. If you think about it, when was the last time someone offered you something at no charge after you signed a contract.

I also like to send a note with a little gift to the customer's assistant. When I write the note, I single out something she did for me-sometimes this was only to arrange for the meeting-and I thank her for that. Assistants are so often overlooked and you can really make an impression by doing this.

Because my key customers are one of my most valuable business assets, I never take them for granted. To keep them top of mind, I create a calendar entry for the first of every month. When this entry pops up, I list my top five clients at that time and create a specific action I'll take during the month to strengthen my relationship with them. This might be something standard, like taking them out to lunch, or it might be something more unusual such as making a donation to their favorite charity.

Almost everyone sends holiday cards, but I always capitalize on unusual holidays. For example, I send my clients Valentines that say I LOVE working with you. And I send them Labor Day cards telling them I wouldn't have a job without them. The cards I send are not so much business cards as ones that you'd just send to friends. And, since my clients are my friends, this is what I send.

I believe the key to customer loyalty is to make every customer feel that he or she is one in a million. And I believe the way to do that is through things that are out of the ordinary, things that make them feel special, things that are fun. I always strive to have my customers think of me as a good friend who considers them special-because they are.

This Month's Business Growth Book

Every day brings an opportunity to step back from your business and your life to ask the question, "What can I do differently?" One of the best ways to answer this question AND to capitalize on that answer is to read at least one business growth book a month. Here's one that provides a different take on sales.

Sky Rocketing Sales! The Ultimate Guide to Boosting Your Confidence and Exceeding Your Goals by Debbie Allen - If you believe that what you sell can solve your customers' problems or improve their lives, then you'll want to read this book. I've always been uncomfortable with high-pressure conventional sales strategies and that's the reason I like this book. Allen throws out high-pressure tactics and teaches the reader how to manage customer resistance with conversational selling strategies-the kind that most women feel comfortable with.

Rather than rehashing old sales ideas, Allen presents innovative, fun sales approaches such as setting up contests to reward customers and pairing customers with prospects for referral awards. If you're looking for a refreshing new approach to sales, you should read Sky Rocketing Sales!

Copyright 2006 by Mary Cantando. All rights reserved.
Mary welcomes your comments, complaints, or compliments.
Contact her at www.WomanBusinessOwner.com