Welcome to life, my friend.

When Matt and I get frustrated at people we try to remind each other that they are looking at a different “map of the world” than us.  Each experience in their life has etched a spot into their map.  The core beliefs they are taught as a child have influenced this map.  Their successes, their failures, the happy times, and the sad times.

So, any time they are presented with a situation, they make decisions based upon their map of the world, whether that map is the correct map or not.  Like the abused girl who grows up to marry an abusive husband.  Some say she should know better.  Others realize that she knows no different.  As far as she is concerned, that is all that she has ever known.  It is her comfort zone.

In business we must realize that each of our prospects and customers come to us with a different map of the world and we must decipher the legend for their map if we are to truly communicate with them on their level.  In sales training this might be presented as DISC or another personality type test.  However, a person’s map of the world is so much more than a personality type.

And when differences come up, we must remember that other’s maps do not match ours.  They simply look at the world in a different way…and maybe remembering that can help us to provide better service to those around us.

So how do you get MORE of their business, and how do you keep them coming back. It comes down to relationships. You must absolutely, positively, build relationships with your customers so that they know you, like you, trust you, and want to do business with you.

So how do you do THAT? It comes down to timely, appropriate, and valuable communication.

How often are you speaking with your customers? How often are you getting their feedback? How often are you asking them for your help? How often are you connecting them to your network?

Now, if you say something like, “Well, we send an email newsletter…” then more than likely that is not enough. The average open rate of email is declining and is only about 20%. So your messages are not getting through. You need to incorporate multiple media into your business and customer retention.

And do you know the number one reason why you lose customers? Customers feel under appreciated — lack of communication, – complacency.

Ultimately if you understand this it means that more than likely, someone else came along and scooped them up as a customer. Someone broke into your house and stole your customers, because you didn’t build a steel cage around them. You didn’t nurture them, protect them, and continue to advise them.

So here are some things you can implement immediately to continue to nurture your clients.

1) Have a valuable newsletter that recognizes them
2) Reward and recognize for referrals
3) Send them thank you gifts
4) Call them to see how they are doing
5) Send them thank you cards and holiday cards.
6) Ask them who you can introduce them to in your sphere of influence
7) Send good information, articles, etc. regarding their business and industry to them.

Which basically can be summarized as, “Be a friend to them, and help them a ton, and be valuable.”

You will still probably lose customers, but you will reduce the amount immediately.

And it is 5x more expensive to get a new customer than to keep one, so by keeping them you’re making your business more profitable all around.

So to start this, take one simple thing, write it down on the calendar and time block, and start implementing it as best as you can. As always, I’m available for help.

-Matt