Six Strategies for Increasing the Value of Clients and Customers

Marketing Viewpoint by Ruth Winett

Six Strategies for Increasing the
Value of Clients and Customers

Capitalizing on existing clients and customers is good business.

As acquiring new business is time-consuming and expensive, look for ways to generate more business from your existing clients or customers.

Provide recurring services and renewals and offer occasional service upgrades. A web designer could work on retainer and provide regular website upgrades.
Cross-solve.* Create product add-ons or extenders that solve problems. When readership declined, The Washington Post cut 300 jobs, including sports reporters. The New York Times added cooking, games, and other new features, reported Brian McGrory, Boston Globe editor on GBH’s Boston Public Radio, 2/9/26.
Provide new products and services. For years Amazon only sold books. Wal-Mart added groceries and now outsells most grocers. New offerings also attract new customers.
Attract new clients by offering a free introductory service. Then, limit the free services and charge for premium services, such as, LinkedIn and ChatGPT.
Create bonuses, exclusive deals and privileges to retain customers. Airlines provide special lounges for “frequent flyers.” A CPA firm could email articles on new tax laws to their clients or offer free seminars.
Seek recommendations and referrals. Companies that provide one-time services should follow up with customers to ensure satisfaction and encourage referrals.

Intangible factors, such as client relationships and industry reputation, are also important. This means:

Demonstrating that you are acting in the best interests of customers and clients.
Building comfortable relationships with your contacts. Stay in touch-- but not too often.
Earning a reputation for quality, reliability, integrity, and service so that businesses will want you to continue working for them.
Following your clients’ industries and their competitors and sharing tips and leads.
Making it hard for clients to switch to other vendors because of the quality of the relationship and the quality of your product or service.

*At a meeting of the MetroWest Business Advisors, a member advocated “cross-solving” –but only if there is a fit.

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