Don Rigby, Integrated Marcom

Before reading further, please re-read aloud the title of this article. Client-for-Life. What does this mean to you? Of all the customer relationships you manage, how many Clients-for-Life can you honestly say you have?

Sorry, that was a trick question because I hope your answer is Zero, None, Nada.

If your initial thoughts volunteered a number, you probably inventoried your best customers, your oldest customers, those customers that can't survive with out you. Well, they can and they will if they have to because their will to survive is greater than your product or service.

Here's the #1 reason for losing your best customers--complacency. Nearly 2/3 or 64% of customers leave existing suppliers because of a feeling of indifference. Are there safeguards against this from occurring in your business? Of course, but only if you're sincere. And sincerity is gauged not by what you think or say, but what you believe and do. I call these operating principles.

3 Operating Principles that Attract:

1. Client-for-Life is not a proper noun, it's an active verb.
2. Client-for-Life is not a destination, it's a journey.
3. Client-for-Life is what you live for, it's your why.

So what does this have to do with the Margin Gap? Everything. The Margin Gap is the true measure or earning maximum value for what your product/service is worth. Rarely does this come from new business, but from serving existing clientele who already know and trust that your value exceeds the cost.

No question, every business needs to focus on the battle for new customers. It's easy to take your eye off those clients you serve on an on-going, repetitive basis. This is your base-line of business. Without excessive marketing costs or competitive bids, these clients are your greatest source of higher-margin work as well as reference and referral. You don't just serve these assets, you innovate, become strategic to their operations and find better ways to integrate into their core processes.

Can they still leave you? Absolutely--clients always have the right to choose. Follow the above principles and practices and they will continue to choose you.