Creating client loyalty serves many benefits: it enhances the persistency of



your business, generates referrals and creates a positive atmosphere for our

clients and ourselves.

So how do we develop this sense of commitment in our clients? Why not start by

taking these four steps to heart:

Separate yourself from your competitors. You can create separation from

yourself and your competitors by providing your clients with value-added

service. For example, become a one-stop shopping centre for your clients by

developing alliances with other reputable professionals. Also, have a broad

range of information just about anything, get yourself up to the level that

people will contact you when they're looking for an answer to any given

situation. This will not only save your clients time but will create a

continuous stream of referrals for you.

Ask for your client’s input. I always ask my clients for their ideas on how I

can improve my level of service. This question serves two purposes: a) I get a

variety of fresh ideas; and b) it makes clients feel like they are part of the

process, which strengthens my bond with them. Remember, if you don't ask,

you'll never get an answer

Get in your client’s face. Technology has made communication infinitely

easier. I am in contact with my clients via phone, e-mail, fax or snail mail

on a quarterly basis. However, as communication technology improves every

year, I find that it's actually better to use old school methods of contact,

because it makes things more special. As I've said, depending on your

clientele, you may have to be in touch more or less often. For some of my

bigger clients, I usually contact directly by phone instead of e-mailing, so

when I call, they know it's important and pay attention to me. A friendly

non-business lunch here and there with your clients is a also a good idea. All

this communications effort allows you to strengthen the relationship you have

with your clients and gives you an opportunity to let them know about new

products or services.

Be a good listener. There is an old saying, “God gave us two ears and one

mouth because he wanted us to do twice as much listening as talking." When we

are listened to, it makes us unfold and expand. Along with possibly saving

your marriage, this advice will also create additional sales and build loyalty

among your existing clientele. Clients are liked to be listened to, and you

should be doing this on a regular basis.

Try implementing some of the above ideas and you will surely reap the benefits

that relationship selling and client loyalty have to offer.

Lorne S. Marr - Toronto Life

Insurance expert