So, how do you navigate the tough waters ahead...winning over a customer and then keeping them for life? Sounds like a daunting task right? Actually, if you are focused on the customer every step of the way it's easier than you think and it's insurance in a down economy or spending cut backs, as you'll be the last thing cut if you were there for the customer during "good times". Being brilliant in providing superior customer service and focusing on their needs (not your short term needs) is the key to winning over and keeping that customer.

We've all heard the adage - it's easier to keep a customer than to find new ones...yet all too often many businesses spend a disproportionate amount of time and resources to get new clients, and take existing ones for granted. Remember -- business and customers are fluid, needs are constantly changing, they are navigating a changing economy just as you are -- so don't take for granted they will always be there. You must be sure to stay one step ahead of your customer's needs and anticipate change.

Suggestions for managing your customer base and keeping them for life...Four critical suggestions you can implement right away to begin adding value to your customer relationships:

1. Get a superior customer relationship management system (CRM). These days there are more to choose from than ever. Don't invest in a CRM system and then let it sit on the shelf ... use it ... massage the info, and live it. Require everyone on your team to know it, use it and live by it - with no exceptions. The data and history provides a great roadmap as to the evolution of your relationship, and the more information you can acquire over time, the better equipped you are to stay close to your customer throughout the year.

2. Be in touch every thirty days or more. Things change, don't let your competition get inside your client relationship because you haven't been in contact.

3. Reward your loyal customers...give them a reason to keep coming back to you and show them you care. Special events, a newsletter, deals from other vendors that could save them money or improve profits - just do something special for your customer and make it memorable.

4. Build the relationship. E-mail doesn't count as a relationship...send hand written thank you notes - they'll stand out more than ever now, call your client on anniversaries, birthdays, etc. Make time to see you client - nothing beats face to face communication.

When times are more difficult, and business becomes more competitive and tougher, don't sacrifice the value of your customer relationships in any manner. Instead, build more, be more visible and help your customer. The rewards and dividends in this investment will return several times over.

Believe in this: Rule #1: The Customer is the most important asset you have. Rule #2: If you do not believe this, see #1.

Dan Austin is a seasoned sales management executive who posts an impressive track record of success in leading turn-around in sales organizations, building retained revenue and recruiting the best-of-the-best in a market. He is located in Upstate New York and is currently the leading executive for four radio stations in the Syracuse, NY market where he is again engaged in a turn-around. He started in the trenches and has grown from there, discovering the true value of customer relationships. He may be reached at: dbaustin@nycap.rr.com

Sounds kind of scary, huh? We know the "moment of truth" as being that defining moment,
that critical point upon which everything that follows depends. We've all had moments of truth in
 relationships, in jobs, in projects, in the execution of business strategies...but did you
 know that every customer who enters your organization goes through
 a series of moments of truth? It's true, you know.
Customers and the Moment of Truth

If you see yourself only as working for someone else, you're limiting your success.
You alone are responsible for your life and what you produce.
Exceptional Employees Operate Like Owners