We all know one of the greatest and most expensive challenges every advisor faces is how to acquire new clients, and the number one secret to overcoming it is often overlooked.
However, one company we all know very well, Apple, has obviously not forgotten about it and has mastered the art. What is it, you ask? Customer loyalty.
Customer loyalty isn’t easy, especially with people more frequently reaching for the internet and researching how you stack up against your competitors. Customers are certainly becoming more fickle and less likely to choose an advisor and/or company for life. Thus, few advisors are able to keep clients for many years down the road. However, I promise if you can learn how to drive customer loyalty and appreciate your current clients, the perks will be extremely rewarding.
Loyal clients consistently seek your skills and expertise nearly every day and trust you will be there to serve them. Oftentimes they become very strong advocates for your company, products, services, and even you. They will refer to you everyone they know including family members and those within their social circles.
Recently, I was reminded of the importance of customer loyalty as I was working with a family who I have served for many years. Although in the past they had only had very small policies with me, I have always been there whenever they needed questions answered or anything else. After working with them for over nine years and receiving countless referrals for the services I provided, they came into a large sum of money. They then contacted my office and said they only wanted to deal with the one person they knew who served and took care of them no matter how big of a client they were. That was a reward well worth the time I had spent serving them over the past several years.
Always remember one of the greatest barriers holding advisors back from becoming successful is not serving and treating current clients like the very important people they are. It is always much more expensive and difficult to find new clients, than it is to keep your current ones satisfied and wanting to work with you.
What are the different things you and your practice do to promote customer loyalty and keep your clients coming back for life?
Submitted by: Dennis M. Postema, President & CEO of Postema Marketing Group, LLC
Postema Marketing Group is a full-service Independent Marketing Organization (IMO) dedicated to providing world-class products and services to our clients. We have partnered with some of the strongest names in the insurance industry and proudly serve independent agents from coast to coast.
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