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Turn Prospects into Clients and Clients into Partners with an Advanced Education System

communicate with them at critical junctures in your working rela-
tionship to access how they feel the work is going. Woofu, Survey
Monkey, and SurveyGizmo are all good online tools for this.

Results
Another valuable customer loyalty tool is something I call a results

review. If you are in a business that provides services over time to your
clients, it is crucial that you measure whether your client is actually
receiving the results they expected. Once you do this, it is equally
important that you devise a way to communicate how the expected
results compare to the actual results.

Far too often your clients will take for granted the work and the
results that your firm is providing and can be tempted to listen to
competitors offering the latest new thing. It’s very important that you
keep your clients informed by creating a system that allows you to
track and communicate results achieved.

Subscription and Membership Clients
For many businesses subscription, membership, and retainer fee

arrangements are a great way to get and keep customers. Dan Janal
of PR LEADS in Excelsior, Minnesota, heard the saying, “It is easier
to sell to an existing customer than to get a new customer.” So he
decided to see what parts of his business could be put on a sub-
scription basis, or automatic renewal basis. He knew that every day
his clients were making a decision to use his service or stop. When
he went to a model that allowed his clients to use his service on
a month-by-month basis with no annual fee and no contracts, he
found that clients tended to use his service longer and the billing
process was much easier, allowing him to focus on selling more sub-
scriptions (www.prleads.com).

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