Customer Relationships & Retention

The Customer Relationships & Retention chapter of The Small Business Marketing Playbook — 4 practical guides you can read start to finish, or dip into as you need them.

01Why Your Best Marketing Channel Is the Clients You Already HaveAcquiring a new client costs five to ten times more than retaining an existing one, and retained clients refer at dramatically higher rates than new ones. Most small businesses invest their marketing budget in the expensive direction and ignore the inexpensive one.
02How to Get More Customer Reviews Without Feeling Like You're BeggingMost founders who want more reviews never ask for them directly. Most clients who would leave a five-star review never do because nobody made it easy.
03Building a Referral System That Works Without Becoming AwkwardMost service businesses receive referrals. Almost none have a system that makes referrals consistent. The difference between occasional and systematic is not the quality of the work. It is whether anyone tracks the pipeline.
04How to Stay in Front of Past Clients Without Pestering ThemA past client who would have hired you again hired a competitor instead. Not because the competitor was better. Because the competitor stayed in touch and you didn't.

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