I just finished reading a book by Joe Jaffe called “Flip the Funnel”. It is an inspiring book that illustrates the positive influence of keeping the customers one already has and leveraging that relationship to gain new customers, instead of devoting all of your energy to enticing new clients. Several of my recent experiences have reinforced the theme of this book.

A client of ours keeps a couple of jumpers with a local trainer. This person is an ideal customer who pays his bills on time, buys new horses for both his kids and the trainer to ride, goes to all the local shows, and ships to Florida in the winter. The trainer’s services have begun to slip by missing entry deadlines, failing to schedule the farrier regularly, ignoring the client’s daughter at the horse shows, all while spending much more time with a new client who does does not go to all the shows, is miserable to other barn clients, and is cheap. This other client is always complaining about costs and has become a pervasively negative presence in the barn, with little upside from a business point of view.

Another example is the restaurant my wife and I frequently visit. It seems lately that the more regularly we go, and the more we bring other people, the worse we are treated. We tip very well, always order a moderately expensive bottle of wine based on their recommendation, and rave about the food. I believe that we are ideal patrons. This past Saturday night we went for dinner and were unapologetically walked right past the table that we had specifically reserved earlier in the week, to a lousy table in the back of the room, and were then sold a bottle of wine that was twice the cost of what we typically spend. What did we do? We ate our meal and skipped our usual cappuccino and deserts. We felt ripped off and used and just wanted to go home. We were taken for granted. Compare this to another restaurant where we are regulars; every time we dine there the chef comes out to say hello when we arrive. Not just us either. He greets all of his regulars. At the end of the night he sends out either a grappa or another drink on the house. Once he is finished in the kitchen the chef comes out and spends a few more minutes chatting with us and other patrons. When we are thinking of going out for dinner next where do you think we will go?

My wife and I came up with the idea for this blog as we gnawed our way through a meal where the great food was ruined by the diffident attitude surrounding us. It got us thinking  about our great clients. How do we treat them? Do we show them the respect they deserve? Do we take anyone for granted? We were reminded that we all want to feel important when we are using a service. Especially when we are such fans. This is simple human nature. Even if your product is outstanding, bad service will alienate and drive away even your most ardently loyal clients

It is far easier to keep the great clients we have then find new ones. What are you doing to keep your best clients coming back for more and encouraging them to tell all their friends about your practice?

57 comments
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  2. I have been surfing online more than three hours today, yet I never found any interesting article like yours. It’s pretty worth enough for me. In my opinion, if all webmasters and bloggers made good content as you did, the internet will be much more useful than ever before.

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  7. I was wondering if you ever considered changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two images. Maybe you could space it out better?

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  9. What youre saying is completely true. I know that everybody must say the same thing, but I just think that you put it in a way that everyone can understand. I also love the images you put in here. They fit so well with what youre trying to say. Im sure youll reach so many people with what youve got to say.

  10. I was wondering if you ever considered changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two images. Maybe you could space it out better?

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  12. I have to say, I dont know if its the clashing colours or the bad grammar, but this blog is hideous! I mean, I dont want to sound like a know-it-all or anything, but could you have possibly put a little bit more effort into this subject. Its really interesting, but you dont represent it well at all, man.

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  16. How is it that just anybody can write a blog and get as popular as this? Its not like youve said anything incredibly impressive –more like youve painted a pretty picture over an issue that you know nothing about! I dont want to sound mean, here. But do you really think that you can get away with adding some pretty pictures and not really say anything?

  17. Your blog is STELLAR! I mean, Ive never been so entertained by anything in my life! Your vids are perfect for this. I mean, how did you manage to find something that matches your style of writing so well? Im really happy I started reading this today. Youve got a follower in me for sure!

  18. Im not going to say what everyone else has already said, but I do want to comment on your knowledge of the topic. Youre truly well-informed. I cant believe how much of this I just wasnt aware of. Thank you for bringing more information to this topic for me. Im truly grateful and really impressed.

  19. This is definitely a blog that people need to get behind. The problem is, no one wants to do a great deal of reading and not have something else to stimulate the mind. This is the internet, after all. Maybe if you added a video or two to emphasise your point. Ill stick around, FOR SURE. But, I dont know if others will.

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  21. Im not going to say what everyone else has already said, but I do want to comment on your knowledge of the topic. Youre truly well-informed. I cant believe how much of this I just wasnt aware of. Thank you for bringing more information to this topic for me. Im truly grateful and really impressed.

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  23. Can I make a suggestion? I think youve got something good here. But what if you added a couple links to a page that backs up what youre saying? Or maybe you could give us something to look at, something that would connect what youre saying to something tangible? Just a suggestion.

  24. I was wondering if you ever considered changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two images. Maybe you could space it out better?

  25. I cannot WAIT to read more of this. I mean, you just know so much about this. So much of it Ive never even thought of. You sure did put a new twist on something that Ive heard so much about. I dont believe Ive actually read anything that does this subject as good justice as you just did.

  26. One of the more impressive blogs Ive seen. Thanks so much for keeping the internet classy for a change. Youve got style, class, bravado. I mean it. Please keep it up because without the internet is definitely lacking in intelligence.

  27. Congratulations on having one of the most sophisticated blogs Ive come across in some time! Its just incredible how much you can take away from something simply because of how visually beautiful it is. Youve put together a great blog space –great graphics, videos, layout. This is definitely a must-see blog!

  28. For what its worth, the layout is definitely amazing. You know how to balance writing and images/videos. However, I cant get over how little you actually bring to light here. I think that everyones said the same thing that youve said over and over again. Dont you think its time for something more?

  29. For what its worth, the layout is definitely amazing. You know how to balance writing and images/videos. However, I cant get over how little you actually bring to light here. I think that everyones said the same thing that youve said over and over again. Dont you think its time for something more?

  30. This is the perfect blog for anyone who wants to know about this topic. You know so much its almost hard to argue with you (not that I really would want…HaHa). You definitely put a new spin on a subject thats been written about for years. Great stuff, just great!

  31. Im a huge fan already, man. Youve done a brilliant job making sure that people understand where youre coming from. And let me tell you, I get it. Great stuff and I cant wait to read more of your blogs. What youve got to say is important and needs to be read.

  32. I cannot WAIT to read more of this. I mean, you just know so much about this. So much of it Ive never even thought of. You sure did put a new twist on something that Ive heard so much about. I dont believe Ive actually read anything that does this subject as good justice as you just did.

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  34. Im impressed. I dont think Ive met anyone who knows as much about this subject as you do. Youre truly well informed and very intelligent. You wrote something that people could understand and made the subject intriguing for everyone. Really, great blog youve got here.

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  37. One of the more impressive blogs Ive seen. Thanks so much for keeping the internet classy for a change. Youve got style, class, bravado. I mean it. Please keep it up because without the internet is definitely lacking in intelligence.

  38. I must say, youve got one of the best blogs Ive seen in a long time. What I wouldnt give to be able to create a blog thats as interesting as this. I guess Ill just have to keep reading yours and hope that one day I can write on a subject with as much knowledge as youve got on this one!

  39. Some good points here – keep up the quality writing!

  40. I have to say, I dont know if its the clashing colours or the bad grammar, but this blog is hideous! I mean, I dont want to sound like a know-it-all or anything, but could you have possibly put a little bit more effort into this subject. Its really interesting, but you dont represent it well at all, man.

  41. If I might –perhaps you should consider adding a few images. I dont mean to disrespect what youve said; its very enlightening, indeed. However, I think would respond to it more positively if they could be something tangible to your ideas. Keep it up, but put a little more into it next time.

  42. I dont know what to say. This blog is fantastic. Thats not really a really huge statement, but its all I could come up with after reading this. You know so much about this subject. So much so that you made me want to learn more about it. Your blog is my stepping stone, my friend. Thanks for the heads up on this subject.

  43. For what its worth, the layout is definitely amazing. You know how to balance writing and images/videos. However, I cant get over how little you actually bring to light here. I think that everyones said the same thing that youve said over and over again. Dont you think its time for something more?

  44. What I want to know is why you didnt think to include the other side of this issue? There are so many things that youre missing here that I dont see how you could actually form an intelligent opinion on the subject. Its like you didnt even consider that there me be another side here. Im kind of disappointed.

  45. Youre so awesome, man! I cant believe I missed this blog for so long. Its just great stuff all round. Your design, man…too amazing! I cant wait to read what youve got next. I love everything that youre saying and want more, more, MORE! Keep this up, man! Its just too good.

  46. If I might –perhaps you should consider adding a few images. I dont mean to disrespect what youve said; its very enlightening, indeed. However, I think would respond to it more positively if they could be something tangible to your ideas. Keep it up, but put a little more into it next time.

  47. Dude, please tell me that youre going to write more. I notice you havent written another blog for a while (Im just catching up myself). Your blog is just too important to be missed. Youve got so much to say, such knowledge about this subject it would be a shame to see this blog disappear. The internet needs you, man!

  48. I think youve made some truly interesting points. Not too many people would actually think about this the way you just did. Im really impressed that theres so much about this subject thats been uncovered and you did it so well, with so much class. Good one you, man! Really great stuff here.

  49. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of "neighbors" will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune "Social" is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  50. Can I make a suggestion? I think youve got something good here. But what if you added a couple links to a page that backs up what youre saying? Or maybe you could give us something to look at, something that would connect what youre saying to something tangible? Just a suggestion.

  51. Thank you for this blog. Thats all I can say. You most definitely have made this blog into something thats eye opening and important. You clearly know so much about the subject, youve covered so many bases. Great stuff from this part of the internet. Again, thank you for this blog.

  52. Im impressed. I dont think Ive met anyone who knows as much about this subject as you do. Youre truly well informed and very intelligent. You wrote something that people could understand and made the subject intriguing for everyone. Really, great blog youve got here.

  53. Face scrubbing would be a good start to overtaking these skin problems that think they own the world. Seems that big drug companies doesn’t even want to discuss it though.

  54. Wow, your post makes mine look febele. More power to you!

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