The Secret To Keeping Clients Coming Back IN THE FAST-PACED, competitive world of promotional products sales, it’s easy to get caught up in the thrill of landing a new client. But here’s the hard truth: While acquiring new customers is important, retaining the ones you already have is even more crucial to long-term success. Studies show it’s more expensive to acquire a new customer than to retain an existing one. For sales teams, customer retention isn’t just a strategy – it’s the backbone of sustained growth. So, how can you keep your clients coming back for more? Keep reading to learn the five strategies I’ve found to have the strongest impact on benefiting both your clients and your business. Build Genuine Relationships To keep clients coming back, you need to focus on building relationships based on trust and mutual respect. In the promotional products industry, clients appreciate personal connections with salespeople who understand their business goals and offer tailored solutions. • Take the time to learn about your clients’ needs, both professionally and personally (without crossing any boundaries), and show genuine interest. • Ask about their current challenges and goals and how they measure success. A strong relationship helps clients feel comfortable turning to you when in need. By Here are five retention strategies your sales team should follow. By Mason Linn, CAS Roman Samborskyi / Shutterstock.com 20 • APRIL 2025 • PPAI Voices | Your Business
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