B Loyal – How do you make your best customers loyal?

The 80:20 rule in business states that 80% of your business comes from 20% of your clients.

Surely it makes sense to focus on fostering long term relationships and customer loyalty from clients in the 20%. Conversely, it would be disastrous losing clients from that group.

How do you make your best customers loyal?


If you say you’re going to do something, you have to do it. Set realistic expectations from the outset so that there are no surprises. If you make a claim about your product’s performance, make sure this is reliable. Timely, open and honest communication is a client’s minimum expectation.

Loyalty to the Customer

“Loyalty is a two-way street. If I’m asking for it from you, then you’re getting it from me.”

Harvey Specter, Suits S04E13

If your client knows that you’re not shopping the same solution to their direct competitors, if they know you don’t discuss their sensitive company information with competitors, if they feel that you are both working as a team in perfect synergy, doing win/win deals together, it builds trust and they will reciprocate the loyalty.


Where possible, ensure that your product is superior in quality to what your competition is selling.  This will be your point of difference and will attract and maintain clients.


You don’t have to be the cheapest in the market but make sure that your client understands that your product represents value.  If you are the most expensive, you must have the best quality, or your product solves your client’s unique problem better than other cheaper products.


Can you meet your client at their office to take the sales order?  Are you available to meet after hours, via phone or skype?  Can you provide a summary which includes key strengths and benefits via email in the next ten minutes which allows a decision maker to discuss your solution with a superior they need to convince for financial approval?  How can you make your client’s decision easier?

Customer Service

Ask questions, gain an understanding of your client’s needs and diagnose BEFORE you prescribe.  How can you meet and exceed your client’s expectations?  What can you offer in a customer service experience that your competitors cannot?

If you’re interested in aligning yourself with a loyal recruitment service provider, contact the B Series today.