Honouring Your Best Clients: The Art of Building Meaningful, Lasting Business Relationships
When you’ve been in business for a while and you’re starting to see some solid results—happy customers, steady profits, a growing reputation—it’s easy to get caught up in the celebration of it all. But as rewarding as this success is, it’s also the perfect time to pause and take stock of who your best clients are. Sure, you’re bringing in revenue, but understanding who is behind that success can make all the difference in creating deeper, more lasting relationships that not only bring repeat business but also fuel your growth for years to come.
Who Are Your Best Clients?
First off, let’s talk about what your best clients value. This is crucial. When you truly understand what matters most to them, you can double down on what you’re already doing well, and fine-tune the things that need a little more attention. This creates loyalty, and loyalty brings in that sweet repeat business.
You might already know some general things about your clients. For instance, if your best client is an avid outdoorsman, they’ll likely appreciate fast delivery of top-notch fishing gear. But it’s those specific things that make the difference. Take a moment and reflect—ask yourself these questions:
What do my best clients appreciate about our work?
What do they like about us as a business? (or at least trust us enough to spend their hard-earned money with us?)
How could we improve their experience?
How else can we demonstrate our expertise to them, so they know just how valuable we are—without even needing to meet face-to-face?
How much do they spend with me?
The Importance of Spending Habits
While we’re on the topic of spending, let’s take a closer look at how much your clients spend. It's not just about the dollars—they reflect how much value they’re getting from your services.
If a customer spends more than average, it’s a clear sign they’re happy with what you’re offering. They’ve had a positive experience and are willing to invest more because they trust you to deliver. If someone’s consistently spending $100 a month, and someone else spends $50, it’s not necessarily about the price—it’s about what they get from you. If both clients are equally likely to recommend you, then it’s not about price alone. And that insight can help inform your pricing strategy: if some clients are willing to commit to monthly subscriptions, offering discounts based on frequency could build deeper loyalty and increase their lifetime value.
What’s the Relationship Like?
Next, think about the nature of your relationship. Do you only see a client once in a while, or is theirs a business that feels more like a partnership? Strong, long-term relationships are far more likely to be profitable. The more time a client spends with you, the more likely they are to continue coming back. The question is, what kind of relationship are you cultivating?
Are they referring other clients to you? If so, that’s a big win. Referrals are the highest form of trust. They’re putting their name on the line for you, which is a clear sign that you’ve done something right.
How long have they been a client? Long-term relationships are a goldmine because they offer the chance for ongoing mutual benefit. These clients know you, trust you, and understand what you can deliver—and they’ll keep coming back because the value exchange is already strong.
Not All Customers Are Good Customers
Now, this one’s a bit tricky, but it’s important. Not all customers are the best fit for your business. The ones who truly value what you do, who use your services often and in various ways, are definitely worth holding onto. But here’s the big question—do you actually enjoy working with them?
It might sound obvious, but let’s face it: if you’re not excited about working with a particular client, it’s going to drain your energy. The process becomes a grind, and the results won’t be as good. If you can’t honestly say you enjoy working with someone, the relationship may not be as sustainable as it seems. The goal is to find clients who make you excited to show up every day—clients who align with your values, your purpose, and who genuinely appreciate the work you’re doing.
So, ask yourself: If I could choose one demographic to work with every single day, who would that be? What could I help them do? When you truly resonate with the people you serve, it becomes so much easier to create outstanding results. And it’s not just about the money—it’s about the impact you get to make, and the fulfillment that comes from building meaningful relationships.
Taking Action on What You’ve Learned
The key takeaway here is that identifying your best clients is just the first step. Now that you know who they are and what they value, you need to take action. Show them how much you appreciate their loyalty. Go above and beyond to make their experience even better, and continue building those deeper connections.
If there are opportunities within your business to make life easier for your loyal clients, seize them. Reward them with something that shows you’re invested in their success, too. This will not only make them feel valued, but it will also reinforce their decision to stick with you for the long haul.
So, take a moment to reflect. Who are your best clients? What makes them unique? And how can you turn that knowledge into action? The relationships you build today will lay the foundation for tomorrow’s success.
