When’s the last time you showed some love to your clients, customers, or followers? You’ve probably heard the advice that it’s always easier to make a sale to an existing customer than it is to acquire a new one. But what does that actually mean? And how do you do it?!

Without your customers, you don’t have a business. It is vital that you intentionally try to build quality relationships with the people that have already found your business and took a chance on the products and services you offer. Here’s why:

Customer Retention Saves Time and Money

Finding new potential clients or customers takes considerable time and money. Awareness of your business is one of the biggest hurdles business owners have to face, and it consumes a huge amount of your marketing attention and budget. So once those individuals have already found your business, you’ve got their attention! It’s ten times easier to lead them along the customer journey, engage them in your brand story, build trust and loyalty, and develop products that meet their needs or solve their problems.

Returning customers tend to spend more money per purchase once they decide they like what you offer. So it truly is within your best interest to build relationships and find ways to give back and show appreciation to your existing customer base.

Existing (Happy) Customers Become Your Biggest Cheerleaders

This is probably one of the hidden secrets to small business success – when you actually get to know your customers and clients, and they feel like they can trust you, they become your biggest cheerleaders – in fact, they almost become your sales force. If they like you and what you offer, they’ll preach it to the world.

This isn’t just about exposure – what this produces are real, quality referrals. If anyone in their circle has a problem that you can solve, they will talk you and your products up with passion because of what you’ve done for them. Those kind of referrals are GOLD, especially for a small business owner.

Relationships Foster Top of Mind Awareness

When you know someone personally, you pay more attention to them. You’ll read your friend’s social media post when you might just scroll past the random influencer you follow. This is proof that relationships and personal connections matter. When you get to know your customers on a more personal level – and they get to know you – they’re more likely to open your emails, check your Instagram stories, and engage with your posts.

This top of mind awareness is what every business is after. That’s why I always tell my clients to follow their customers on social media platforms, post some personal content every once in a while, and actually engage with their community as much as possible. The more you show who you are, and that you care about them, the more they care, and the more they think of you and your business.

So what are some action steps you can take today to start building better relationships with your clientele?

1. Follow them and interact with their content on social media.
2. Get in their inbox – touch base regularly via email.
3. Share glimpses and insights into your personality or personal life. (​Here are some tips on how to do that well.​)

Throughout the month, we’ll be focusing on more ways that you can build relationships with your clients and customers. But I’d love to hear from you – what is your favorite thing to do to make your customers feel loved?