It costs twice as much to gain a new customer as it does to hold on to an existing one. There are six proven actions any small business can take to ensure a customer stays a customer.

1. Provide a Progress Report

Show your customer or client the work you’ve been doing and the results you’ve achieved. By giving them something they can read and react to, questions are answered and suspicions are erased. What’s more, the customer may realize they need you to do additional work.

2. Meet Face-to-Face

If most of your dealings are done over the phone, make a point of holding face-to-face meetings periodically. Meeting in person says you are interested in there business and it gives you an opportunity to literally see things that you can help address.

3. Avoid Jargon

Every business has its own verbal shorthand. When speaking with a customer use terms they can readily understand. They feel more comfortable and sense you’re working as a team.

4. Ask for Feedback

Never assume the customer is satisfied. Throughout the work process, ask how your customer feels about what you’re doing and show them by word and deed the comments are taken seriously.

5. Tune your Offering

As proud as you may be about your product, remember it’s being made for the customer. Make certain you know exactly what they want, when it’s needed, and more. Avoid the kind of surprises that no one likes.

6. Be Open to Change

For any number of reasons customers change processes, be it terms and conditions, purchase orders, accounts payable or just about anything. Customers know they are valued if you show a willingness to work with them, just as much as you want them to work with you.

This guest post is by Bob Dieterle, Sr. Vice President and General Manager of Smart Online, developers of the OneBiz® suite of web based small business applications.

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