Last month I wrote about how using the language of your StandOut Strategy can help you have better conversations with potential clients. When people feel understood, they’re more likely to buy from you. Click here to read that article, if you missed it.

But what happens after they’ve said yes?

One of the quickest ways to lose a client is to attract them with one experience and then deliver something completely different. If they buy into you because they want to feel a certain way, only to find out that you want to deliver something else, they won’t stay happy for long and they won’t stay a client for long.

Your marketing gets people through the door. Your customer experience is what makes them stay. Let’s take a closer look at what you can do to keep your clients.

Living Your StandOut Strategy

When clients choose to work with you, they’re buying much more than your service. They’re buying the feeling that your StandOut Strategy creates. Here are some ways to make sure you’re delivering on your promise.

Certainty

Clients who value Certainty want to feel safe, informed and confident that everything is under control.

• Keep clients updated regularly, even when there is nothing major to report
• Set clear expectations about timescales, processes and outcomes
• Be consistent in the way you communicate and deliver your service.

Connection

These clients want to feel part of something bigger than themselves. They value belonging, shared experiences and meaningful relationships.

• Introduce clients to other people who can help, support or inspire them
• Create opportunities for clients to meet, collaborate and learn from one another
• Build a sense of community around your business, so clients feel they belong to something bigger than a simple buyer-seller relationship.

Contribution

Clients for whom Contribution in important want to know that their work is making a positive difference.

• Help them see the impact of the work you’re doing together
• Share stories and examples that demonstrate positive outcomes
• Look for opportunities for to support causes, communities or people beyond the immediate transaction.

Growth

Growth focussed clients are motivated by progress, learning and improvement.

• Regularly discuss new ideas and future possibilities with them
• Share insights, trends and opportunities that could help them to move forward
• Celebrate their milestones and achievements as they develop.

Significance

Clients driven by Significance want to feel important, respected and recognised.

• Acknowledge their achievements and successes
• Give them opportunities to be seen, heard and featured where appropriate
• Provide a level of service that helps them feel valued and appreciated.

The key is consistency. If your marketing, sales conversations and customer experience all reflect the same StandOut Strategy, clients feel reassured that they’ve made the right decision.

When people feel they’ve made the right decision, they stay longer, buy more and are much more likely to recommend you to other clients.

 

The Marketing Moment

Take ten minutes to review your client journey. Starting from the moment a client says yes to working with you, note down the first five interactions they have with your business. This might include a welcome email, an onboarding call, a proposal, a progress update or review meeting.

Now ask yourself: does each interaction clearly reflect my StandOut Strategy?

If your strategy is Certainty, are you providing reassurance and clarity? If it’s Connection, are you building relationships? If it’s Growth, are you encouraging progress?

You may discover that your marketing is saying one thing, while your customer experience is delivering another.

One small change this month could make a big difference to how long your clients stay with you.