How to attract and retain a client

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How to attract and retain a client

“Good morning, you are unheard of! Yesterday a billionaire died in America. By chance you were chosen as his sole heir. Congratulations, you are now the owner of 400 billion dollars, 100 kg of gold, and all this to YOU! All you have to do is buy an iron and a hair dryer from us!”

This hypertrophied fantasy-joke or anecdote actually shows the principle of influencing the buyer through the inherent emotionality and mercantilism of man as a living being. It’s a good thing that this is the way human beings are built. At least ⎯ as a customer.

Competently influencing his feelings, emotions and outlook, placing the right emphasis on his problems and vices (and they all have: fear, pride, vanity, greed, curiosity, etc.), you can control the target behavior of the client, and thus provide themselves with an influx of new and the formation of a circle of permanent.

Does your business have few customers? Don’t know what to do? Have to endure low sales and this despite the fact that your products/services are exactly in demand in the market and are not inferior to the competition? Right?
Do not fall into apathy. Especially ⎯ do not panic. Look for ways to solve the problem! Read this article: it outlines ideas and methods to attract and retain customers, and:

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Where to look for clients

Before you start this difficult work you should clearly, simply and clearly “syllable” to formulate your proposal for a product or service (UTP⎯unique selling proposition).

It should be brief, clear and again in simple language to show the benefits of your proposal in relation to the proposals of your competitors (“detuning” from competitors) and obvious, if not extraordinary benefits to the client. It is better concrete (it’s good if there are numbers), without verbal casuistry and vulgar banality.

Then, or earlier, you need to conduct research and define a “portrait” of your target audience (TA): geography, gender, age, education level, social status, interests, life priorities, etc.

Well, look for it! Where? And here are examples of “places” to look:

  • friends, acquaintances and acquaintances of acquaintances (the “word of mouth” effect);
  • Communities, focus groups, forums, and any other Internet venues where you can speak from the position of an expert (people listen more to the opinion of others, especially to that of an authority, than they do to their own);
  • exhibitions, conferences, and other such offline gatherings;
  • he surrounding social environment, including cafes and stores. Make friends with the owners, ask permission to leave business cards and flyers, etc;
  • partners. Collaborate with related businesses and exchange customers;
  • etc.

How to make yourself known.

Use all available opportunities, methods and techniques. The only limitation: Do not go against the law and do not allow yourself to be mean and vulgar. And stupidity.

Here are some common and “working” ways:

  • Conduct targeting advertising. Run narrowly targeted ads to your target audience. It is much more effective than usual;
  • Distribute leaflets (flyers) and other printed materials about yourself and your UTP;
  • “Organize a free tasting, give “samples” or demo samples, etc.;
  • sponsor a high-profile event;
  • Organize a tour (in person or online) of your production facility;

conduct a “viral” survey. Think of something that might get people to share it or its results with each other;

Ways to attract and retain

There are many opinions, recommendations and even academic papers about what you should or should not do to please customers, to gain their trust, to make them loyal customers.

It is difficult to find a universal way to attract and keep a customer, and there is no such thing in principle.

Trust and loyalty of the client, as sympathy and friendship between people appear and are created by a set of your acts and actions, properties and characteristics of your offer and by different other factors, as a worthy picture is created by a talented artist with numerous “strokes” in the right places.

Let’s name some ways to attract (again, see above ⎯ nothing to be sarcastic about; look at the essence and benefit):

  • promotions. (These can be discounts, merchandise as a gift, contests with prizes, free shipping, etc.) The easiest, most common and effective method. As has long been proven, the vast
  • majority of people actively respond to this technique. Especially ⎯ women;
  • Honest advertising on TV, radio, print media;
  • obligatory and full-scale presence in Internet (various forums, teaser networks and advertising platforms, own resource with good attendance and, of course, social networks: VK, Facebook, Telegram, Instagram);
  • “live” presentations⎯ exhibitions and shows. Here it is important for the event to be bright, unusual or even unexpected, but not long, otherwise people will get tired and the effect will “blur”;
  • well-organized support service (quick answers, polite communication, quality help, etc.);

And now ⎯ some ways to retain:

  • The use of savings programs. The idea is clear and correct: customers like discounts, but the best way to “bind” the client is the program of accumulating various bonuses, points, etc.,
  • which are then exchanged for real benefits;
  • coupons for repeat purchases. The benefit to the customer may in fact be illusory, but the psychological effect has. The customer is more likely to come back to you again;
  • newsletters. A very effective tool in skilled and disciplined hands. Mailing list can be done not only and not so much with the help of SMS or banal e-mail marketing. But mainly with the help of chatbots in social networks and popular messengers (WhatsApp, Telegram, Instagram);
  • referral program. Effective way of retention. This principle is used by the MLM-business, when for each new client, the one who brought him receives a reward.
  • etc.

B2B and B2C clients.

Yes, of course working with B2B and B2C clients has significant differences. About this ⎯ some other time. However, the basic principles of attracting and retaining customers are the same in both markets because people work everywhere and the interaction is between people. And people think in human categories and everything is built on human instincts and emotions.


The above examples clearly show that mankind has invented many different ways to attract and retain customers.

Some work better than others. This is normal.

Analyze and find the best for your specific business, form their optimal combination of labor, cost and overall effectiveness. Good luck and success to you! And… an endless stream of grateful customers!

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