Get Customers, Keep Customers: The 3 Must-Know Elements

I like to share with those who aren’t in my coaching program the many questions I receive from the subscribers to my Coaching Program.

Here’s a question I was recently asked. “Ken, is there such a thing as a “Customer For Life?”

Yes, there is.

If you want to win customers over for life, you have to go beyond the basics.

Business relationships mirror personal relationships. You become friendly with people you share interests with. You begin to know a person better as the relationship grows. If you LIKE and TRUST that person, the relationship will continue and deepen. If you grow to dislike or distrust that person, the relationship will usually sour and deteriorate. In your business and personal life, the growth and deterioration of relationships are based on the same three elements.

The three elements of any relationship are Know, Like, and Trust. I call it the “Know, Like, and Trust Factor.” This is a simple concept to understand, but it’s a tough one to implement.

I’m going to help you discover how to make the three “Must Know” steps work for you, while many business professionals look at marketing completely on the surface.

If your business tends to market by simply advertising and handing out business cards or flyers, it may be missing a few key ingredients. Along with getting the word out about your business, your marketing should be focused on building relationships. When you focus your marketing on building relationships, you are taking the first step toward potential customers getting to know, like, and trust you.

Again, people want to do business with those they know, like, and trust.

Getting to KNOW you:

For potential customers to know you exist, you need to market. Selling is not marketing. Let potential customers know how you can help them. You can show potential customers what your value is by offering it in various forms.

This can be done by writing newsletters, giving talks to groups, networking, writing articles, and blogging.

You have to be in front of potential customers in order for them to get to know you.

Getting to LIKE you:

Once potential customers get to know you, you want to give them the opportunity to like you. Customers have a lot of choices today. Make sure to get people to like you by following up, being true to your word, and doing the best job you can. Don’t let business relationships dry up and die. Keep in constant contact throughout your relationship.

As soon as you have first contact with a potential customer, keep reaching out. Share information they would find helpful.

Getting to TRUST you:

Trust is the final factor. Trust is gathered by doing what you say you will do. Trust is built by consistently giving value to your customers. It means giving to customers. Trust can also be earned by social proof such as referrals and testimonials. Be responsive to customers’ needs. Put yourself in the customer’s shoes and treat them like you want to be treated.

Once a customer trusts you, they will be willing to pay you for your services or products. Trust is the factor that will gather customers for you. It is a powerful tool for getting customers AND keeping them for life.

Sit down and take an honest look at how well you are setting yourself up for customers to get to know you, like you, and trust you.

Well, that’s it for this Issue. Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step-by-step instructions on how to implement this and other ideas I give on Creating Customers. Please go to   and sign up for my one on one Coaching program. You can’t lose by investing just $20/month in the growth of your business. You probably Tip more than your investment each month. Invest in the growth of your business. After you subscribe we will arrange a one-hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn. If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.