Let me ask you something… how much time do you spend winning new customers? If you’re like most business owners, the answer is probably “a lot.”
Now here’s a better question – how much time do you spend focusing on customer retention?
In my experience, most businesses put 90% (or more!) of their energy into chasing new clients, while barely giving a second thought to keeping the ones they’ve already got. And that’s a huge missed opportunity.
Why Customer Retention Should Be a Top Priority
It’s far easier – and far cheaper – to sell to someone who already knows, likes, and trusts you. Plus, if you can keep customers for longer, your business becomes more profitable and more valuable should you ever want to sell it.
In fact, steady customer retention efforts can help stabilise your income and create reliable growth over time. You’re not constantly starting from scratch every month.
So why don’t more businesses take customer retention seriously?
Honestly, I think it’s because retention doesn’t always feel urgent. It’s not as exciting as winning new work, and the benefits are often longer-term. But when it comes to sustainability and long-term profit, customer retention is a game-changer.
The Easiest Customer Retention Tactic You’ll Ever Try
Want to hear a ridiculously simple way to boost customer retention?
Just talk to your customers.
Sounds obvious, right? But most businesses only ever get in touch when they want something – usually money. And according to research from Harvard Business Review and Bain & Company, more than half of customers leave not because of price, but because they feel unimportant.
They don’t feel seen. They don’t feel appreciated.
And that’s exactly what a smart customer retention strategy should fix.
How to Make Your Customers Feel Valued
Here’s what I suggest:
Pick up the phone – Check in just to see how they’re doing. No selling.
Send a thoughtful email – Something helpful, relevant, or even just friendly.
Use social media – Like or share something they’ve posted. Small gestures go a long way.
Ask for feedback – Show you care about their experience and are open to improving.
These little things make a massive difference. One friendly call can save a client who was about to walk away. Just because you showed you care.
How I Do Customer Retention in My Own Business
In my own work – especially with Smashing self-Employment – I keep in regular contact with my customers. I email every week, check in by phone every now and then, and make sure they feel looked after. It’s not complex, but it works.
Good email marketing also plays a key role in customer retention. It keeps you visible, builds trust, and gives your customers something of value even when you’re not directly working with them.
And if you’ve got separate email lists for customers and non-customers, even better. It lets you give your paying clients the VIP treatment – which helps keep them around.
Final Thoughts:
Customer retention doesn’t have to be complicated or expensive. But it does need to be consistent and intentional.
So here’s a little challenge:
This week, reach out to three of your customers – just to say hi, check in, or ask how things are going. No agenda, no hard sell. Just genuine human connection.
Chances are, it’ll mean more than you realise.
Want help building a customer retention strategy that fits your business and keeps customers coming back? Drop me a line here and let’s chat.
