How to: Break free from the constant “churn” of clients with ethical retention strategies

As a Business Mentor who works with Dog Trainers one of the most frequent challenges people bring to me in sessions is “how do I get more enquiries coming into my business” or “how do I bring more money into my business”. 

Which I think we all probably agree is an important aspect of running any business. 

But often, when I ask more questions the Business Owner is also tired of the constant “churn” of clients and also the constant worry about money due to the inconsistency of income from month to month. 

While yes it is best practice to review how you are bringing new clients into your business, an often overlooked strategy is exploring what options you have to retain your customers for longer, providing they still need, want and value your services.

Why should you consider implementing a Client Retention Strategy?

Without a clear client retention strategy in place, there are often missed opportunities to better support your current clients, for longer. 

From a Business Perspective it has multiple benefits:

• Reduces the rate at which you need to replace clients to meet and exceed your financial goals and commitments. 

• It allows you an opportunity to continue working with clients you already know well 

• It means you can continue to add value, support, education and community 

• If you are more on the introverted spectrum, you might find you enjoy working with less people, for longer from a personal wellbeing and fulfillment perspective.

From a Customers perspective it also has multiple benefits: 

• They already know you, trust you and value your expertease 

• They have an opportunity to learn more from you, try new things or continue to have access to the support they have become used to. 

• They don’t need to go through the effort of finding other people, other services to continue the journey they are on.

• They have an option to continue spending time with other people who have similar interests or problems.

But wait, how ethical is it to have a retention strategy in place?

You might be wondering how “ethical” is it to have a retention strategy in place? 

The important thing to remember here is that your clients are the ones who ultimately decide if they want to stay with you for longer or not. By having options and choices for them to follow, doesn’t automatically mean that they will take you up on them and that’s okay. 

Your job as the Business owner is to create opportunities for people, that if they still want, and value your ongoing support continues to meet their needs.

Okay, I am listening but where do I even start?

The good news is retention strategies can be as simple, or as complicated as you like. To begin with you might want to test out a few different options to get feedback before committing to a longer term project. 

What are some options you could test out?

• Extending your current Packages for longer if it is what’s best for the client

• Offering a reduced down version of your Package as a way to continue working with you

• Offering one off specific sessions for example meeting your client at a location for an accompanied walking training session. 

• Offering additional follow on classes that build on the skills they have learned already

• Providing ongoing access to you via WhatsApp/Email or Phone call for a fixed and agreed upon period of time. 

Longer term you might want to offer: 

• Online or in person Memberships 

• Training “clubs”

• Online or in person communities 

• Access to online resources

• Social Meet ups 

• Planned days out 

• Workshops 

• Longer packages of support 

• Subscriptions to emails, resources or online content

• Walk and train services

• Day Training Sessions

I see the benefit, but there is no way people will say yes

I can understand why you might feel that way, especially at the moment. People are without a doubt being more considerate about where they are spending their money. 

However, we don’t truly know what other people value. 

Largely it’s often an easier “sell” to offer people who already know you, and trust you a new opportunity to work with you. Retention offers are often smaller investments over longer periods of time. 

Generally speaking people will consider staying for longer if the opportunity presented to them provides them with:  

• Ongoing relief to a problem they have 

• Gets them closer to something they want 

• Provides support and community 

• Continues to add value 

• Provides entertainment or education 

Suggested action step: Ask your clients what they want, if they could choose what they would like to do more of or next. The answers might surprise you!

We can never fully know what people want if we don’t ask them, we can also never assume what they will or won’t say yes to. 

If you are tired of the constant churn of clients, and would like to explore what options you have that are most relevant to your Business. Why not book in for a 90 Minute Session on this exact topic. 

A one off session to dive deep into your business, look for the gaps and consider how you can begin to make changes that provide better support for your people, and some much needed relief for you.

Email me: hello@coachingbysashalouisesmith.com