Building long-lasting client relationships is an important part of having any successful business. Knowing how to cultivate those connections and create loyalty is essential for turning a one-time customer into a repeat customer. Whether you’re selling a product, service, or your skills as an entertainer, we have five sure-fire ways to make your customers feel appreciated and keep them coming back for years to come.
Why repeat business matters
Getting new clients is a necessary part of the gigging world, but that doesn’t mean you can’t get more from your existing customer base. There are several benefits of focusing your efforts on generating repeat business.
✔ Loyalty – Many events happen over someone’s lifetime, which is why customer loyalty is essential. Having a solid relationship and positive reputation with your clients means you’ll be their go-to choice each time they start planning a new celebration.
✔ Word-of-mouth – Let your clients do some of your work for you. Repeat customers are more likely to recommend your services to their friends, family, and colleagues.
✔ Proven value – When clients already know the value of your service, you don’t have to worry as much about competitive pricing. In fact, you will often find that a repeat customer spends more money on future bookings.
5 ways to get repeat clients
Most repeat business comes down to excellent customer service. If you do the work and treat your clients well, they’ll want to come back to you and tell others about your service. We have a few ways you can create an amazing customer experience for every person you work with.
1. Be your best self
Customers tend to lend their brand loyalty to services and people they have a connection with. Show them who you are as a person and let your personality shine. Keep it professional, but also treat them as you would a friend.
In the events industry, you’re often dealing with clients celebrating joyous occasions. Share in their excitement! Make them feel like they aren’t just hiring another vendor, but inviting a new friend to be a part of their special day.
2. Step up your communication
You might be able to close a gig here and there with minimal communication, but you’re unlikely to get repeat business from a customer without stepping it up a bit. Here are some helpful tips to improve your communication:
- Keep it conversational. Avoid long messages overflowing with information. Create a back-and-forth dialogue instead. This will help them connect with you on a more human level.
- Anticipate their needs. Try to answer questions before they are asked or invite them to ask questions they might not have considered. If you can stay ahead of the game, you limit their effort which they’ll appreciate.
- Always respond and do it quickly. If a client is left waiting to hear back, not only could you lose them entirely but they’ll remember you as someone who’s difficult to reach. Never leave a message unanswered or take more than a day to respond if possible.
- Check for typos and grammatical errors. You don’t have to be a professional writer but taking the time to proofread your messages and fix issues before sending them will help you achieve professionalism that won’t go unnoticed.
3. Go above and beyond
The difference between simply providing a service and getting repeat business is often the extra mile you’re willing to go. Sometimes literally! Try widening your travel range, adding freebies, being flexible and understanding, or offering a helping hand at the event – anything extra you can do is great.
When you can make exceptions or do just a little bit more for your client, it will make them feel special and cared for. And it’s even better if you offer it without them having to ask. Even the smallest thing can leave a big impression and earn a loyal repeat customer.
4. Make your service memorable
Figure out an angle that will set your service apart from any others your client might see or come in contact with. For a musician, that might mean special song requests or tying your setlist in with the type of event. For a performer, it could be your costumes or fun audience participation. And service providers can consider add-on services with a special touch that’s unique to each client or event.
Whatever you do will not only stay with the client, but it will also make a positive impression on their guests. That means every gig is a chance to both acquire new customers and encourage repeat business!
5. Follow up and follow-through
Customer retention is impossible if you aren’t properly following up once the gig is over. At the minimum, you should always send a thank you message. But there’s more you can do. Save notes about each client and reach out in the months or years to follow. Ask how they are doing or wish them well, or send them a holiday card. You can also connect with them on social media and include them in your email marketing efforts so they know what new things you might have to offer for their future events.
If a gig didn’t go as planned, your follow-up is an opportunity to make it right. Especially if the fault was yours, or nobody’s in particular (i.e. weather or unforeseen circumstances). If you’re able, offer your services for free or at a discounted rate at a new event. You can turn a less-than-great experience into a lasting customer relationship.
⭐ Bonus tip: Create a customer loyalty program for your services! Offer a discount or special package for clients that book with you more than once, or a referral bonus if they recommend you to other event planners.
Consider these tips when executing your next bookings. Alter your approach and add some extra touches to see if you can keep your clients coming back time and time again!
Heather is the Content Manager and a GigSalad veteran of 15+ years. She loves helping event planners create unforgettable celebrations and talent make a living doing what they love. When not at work, she enjoys reading romance and fantasy books, bingeing TV shows, playing board games, and spending time with friends.
Thanks that was informative