Module 9

How to Create Loyalty That Lasts

When a practice runs on repeat work and referrals, the experience is the marketing. This module covers what wealthy clients remember, how to recover from a mistake, and when to end a relationship.

Start Lesson 1
A long hotel corridor with a red carpet and wall sconces, empty

What an Experience Is

  1. 9.1 Reliable Work Is the Floor, Not the Ceiling Measure your work by whether clients tell a friend, not by whether they were pleased. 9 minute read
  2. 9.2 Plan the Next Job From What You Noticed in the Last Open your notes when a job is booked, while the plan can still change. 7 minute read
  3. 9.3 Clients Remember the Best Moment and the Last One Tell the client when they will see the result, and plan what they see last. 8 minute read
  4. 9.4 Build on What Your Clients Would Miss A competitor's extras were chosen for their clients, so ask your own. 8 minute read
  5. 9.5 A Repeat Client May Be Staying From Habit Bring each long-standing client one new idea a year, inside the routine they count on. 8 minute read

Gestures and Limits

  1. 9.6 A Small Gift at the Right Moment Beats a Yearly One Choose the gift from something the client once mentioned, and give it once. 8 minute read
  2. 9.7 A Remembered Detail Is an Offer, Not a Decision Offer the change a detail suggests, then let the client's answer stand. 8 minute read

When Things Go Wrong

  1. 9.8 A Mistake Put Right Can Leave a Client Trusting You More Fix it fast at your own cost, and make sure it cannot happen twice. 8 minute read
  2. 9.9 Say Sorry Once, and Let the Fix Do the Rest Own the mistake, give the fix and what you changed, and then stop. 10 minute read
  3. 9.10 When a Client Starts Checking Your Work Talk face to face, name every problem, then let the work show the change. 11 minute read
  4. 9.11 When an Unhappy Client Says Nothing to You Call them yourself the same day, ask about the work, and fix it without excuses. 12 minute read

Ending a Relationship

  1. 9.12 When Your Week Revolves Around One Client Add up what that client costs beyond the fee, and watch how they treat staff. 12 minute read
  2. 9.13 How to End Work With a Client Without a Dispute Give the date, say you are not the right fit, and stop there. 10 minute read
Next module How to Read Clients From Other Cultures