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

February 16th, 2016

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 “Client For Life?”

Yes, there is.

If you want to win clients 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 practice 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 insurance professionals look at marketing completely on the surface.

If your insurance practice 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 agency, your marketing should be focused on building relationships. When you focus your marketing on building relationships, you are taking the first step toward potential clients 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 clients to know you exist, you need to market. Selling is not marketing. Let potential clients know how you can help them. You can show potential clients 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 clients in order for them to get to know you.

Getting to LIKE you:

Once potential clients get to know you, you want to give them the opportunity to like you. Clients 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 client, 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 clients. It means giving to clients. Trust can also be earned by social proof such as referrals and testimonials. Be responsive to client’s needs. Put yourself in the client’s shoes and treat them like you want to be treated.

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

Sit down and take an honest look at how well you are setting yourself up for clients 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 Clients. 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 practice. You probably Tip more than your investment each month. Invest in the growth of your practice. 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.

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