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The Key Behind Long-Lasting Customer Relationships

October 23, 2019

Wednesday Wisdom, Inspiration, Success Strategies for Women Entrepreneurs, Women in Business, Small Business

Sometimes I find opening my email inbox as exciting as opening a Cracker Jack Box (yes, they still exist), excited to see who from my buried past wants to communicate again. With a long professional career in higher education and entrepreneurship including two businesses and multiple corporate divisions, I never know whose reaching out. With a thirty-year career, it could be anyone in today’s tech savvy world.

When I receive a call or email from a long-lost business associate, member or event attendee, I’m honestly excited to hear from them. Today after someone contacted me, I wondered how long a woman entrepreneur holds onto client relationships after business is done. Thinking Google would have the answer, I searched to find a lot of relatable topics but not an exact one. When it comes to holding on to tax records, the internet says six years. Another article suggested ten ways to make customers fall in love with your company. I couldn’t find anything on the average length of time entrepreneurs and clients stay connected after business is done.

I liked some of the topics found, “15 Tips to Keep Customers,” “4 Ways to Increase Retention Rates” and “How 9 Successful Companies Keep their Clients” but none of them answered my question. The closest I got to an answer was an article called, “How to Build Long-Term Relationships with Your Customers.” After digging deeper, I saw it only addressed building a customer base, staying in touch via social media and rewarding loyal customers. What I was searching for on the Internet was how to create the intrinsic bond that ties customers to business owners for a long time.

I tried another Google search which led to an article by Brian Tracy called, “8 Undeniable Tips to Keep Customers for Life.” I thought I found what I was looking for until the answer was about “Focusing on the Second Sale,” “Resales and Referrals are Free,” and “Ask for a Review and Generate Word of Mouth Advertising.” I realized the answer I was searching for comes from the heart and not Google.

Today’s Wednesday Wisdom might encourage you to research some of the customer service topics I found during my search to improve your customer relationships. You might want to ponder how your longest customer relationships developed and try to replicate them with others clients. The inspiration might also alert you to customers you want to treat better to ensure they stay in your life long after the business transaction is over.

I believe the key to having successful long-lasting customer relationships that evolve into friendships and unexpected emails are based on the affection you show them every time you worked with them. Touch their heart and you remain in their mind forever. You can’t find that in a Cracker Jack box.

4 Comments leave one →
  1. October 23, 2019 2:39 pm

    LOVE this post Tracy! I have a few customers that have been with me from the beginning (1996!) and even more since 2004 when I took the company and went solo. I really treasure these long-term relationships, especially when they extend beyond merely “business”. Thanks for sharing!

    Liked by 1 person

  2. October 24, 2019 10:40 am

    Thank you Kim! You and I go way back. I started my first business in 1995 and then the second in 2005! It is always hard to lose clients because I consider many of them my friends but I have learned to let them go and keep the ones who want to stay involved with me. Tracy


  3. Tracy Black permalink
    October 24, 2019 3:14 pm

    I’ve been invested in building relationships with my customers, hosts and clients for over twenty-five years. I can’t tell you how many books I have on the subject! One thing I learned is that you can never go wrong treating other people the way you’d like to be treated. Like getting occasional random emails that are just asking how you are? Send some of those. Do you enjoy being remembered on special occasions? Send some cards! For me, the key was to be visible without being overwhelming, and trying to connect with as many people in person as possible. I’ve always valued face-to-face connections over any other kind whenever humanly possible-plus, they’re more fun!


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