How to Retain and Nurture Your Clients

nurturingMost businesses spend money on marketing to gain new customers, but then don’t maximise their clients’ value by nurturing a long term relationship. We labour under the perception that it is somehow unethical to promote additional products and services unless the client specifically asks for them.

In reality the opposite is true. By not services which may be of value to your clients, you are limiting their access and doing them a disservice. Following the first consultation is when you can begin to build on the relationship and truly serve your clients by adding enduring value to them.

Your client is important and by making them feel special, nurtured, and cared for they will be happy to extend their patronage.

Five ways to build a better client relationship

  1. Communication – Keep in regular contact with your clients. Show an interest in them individually. Don’t just call when you want to promote something.
  2. Thank You – Thank your clients for their custom, and make them feel special and valued.
  3. Gifts and Give-aways – We all love to receive that unexpected gift, regardless of the size or value. Partner with complementary businesses – your local Spa may be happy to offer introductory treatments or vouchers to your clients as a way of generating new customers of their own.
  4. Add Value – Offer your clients additional information, research, reports or tools which apply to their situation – make it personal.
  5. Go the extra mile – Always do more and go further than expected.


Not only should you nurture your clients but you should also nurture yourself. This will ensure that you grow as your client grows – and you will always have more to offer.

Here are eight actions to ensure coaching career longevity:

  • In all your dealings, act professionally and consistently
  • Be reliable and dependable by doing what you say you will when you say you will
  • All relationships should be mutually beneficial, so open up and connect with your clients
  • Enjoy what you do and find the fun in your work; we all work harder when we’re enjoying ourselves
  • Be honest with your clients from the outset and express your desire to be their coach for life
  • Seek feedback and suggestions on how your services can be improved and show that you value their contribution
  • Share resources such as books and recommendations for complimentary professionals to build loyalty and satisfaction
  • Finally consider implementing a loyalty program with perks for clients who stay on with you

All these suggestions will help you to build and maintain stronger relationships with your clients. But you should also keep learning and striving to increase your skill set and knowledge base. This will ensure you add benefit to your clients and they will retain your services for longer.

By focusing on professional growth and learning, both you and your clients will reap the rewards. You will increase your income and reduce marketing costs.

At the Life Coaching College we have a full range of courses for all levels of experience and expertise, each designed to build on your current skillset.

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Glen James Murdoch

Glen Murdoch is the founder and CEO of The Life Coaching College. He has a long history of working with Athletes and Teams as a Performance Coach and Analyst and has developed Australia's number 1 Life Coaching Program - The Advanced Diploma in Coaching.