Tip 1 – Keep Them Close. You’ve heard it before, but it bears repeating. It costs 5-10 times more to get a new customer than to keep the customer you already have. So what’s the best way to keep the customer you already have? Keep them very happy. This may involve surveying your current customers to see how you’re doing, investing in employee training, adding a new product or service (in response to survey results), or staying in touch with your customers through social networking media (Facebook, Twitter) or email. Social networking can be a great way to build community among your customers and create a “Your Company – Nation” so to speak.

Tip 2 – Get Out There! Business networking events can be a great way to meet new clients and to make other business people aware of you and your company. I have forged several business relationships as a result of contacts I made at networking events. You may not be able to attend every event, but you can make the most of the events you attend:

• Practice your listening skills. Invite others to talk about themselves, their business, and what makes them unique.
• Be ready to tell a story about your business – for example, how you were able to help a client solve a problem.
• Bring plenty of your business cards. Your card should have a brief description of what you do or what makes you unique.
• Follow up after the event. If you met someone that has an interest in what you do or vice versa, call or send an email. Ask if you can set up an appointment.
• Above all, bring a positive attitude! Any new person you meet could be your next client! Smile!

My family and I had a great experience when we went out to eat the other night. This is so unusual that I have to share it. We walked into our local Arctic Circle at 8:30 on a weekday evening to get some dessert. Every empty table in the restaurant was clean! I can’t remember the last time I experienced that at a fast food restaurant.

The young woman that took our order was pleasant. Then, she actually brought our order to our table. After tasting his strawberry-banana milkshake, my husband said he couldn’t taste the banana. He asked if she had put banana in the shake. She said “yes,” but that she was very willing to make him another one. She did make another one, and kept a pleasant attitude throughout the whole process.

It was such a refreshing experience that I had to share it! Kudos to the Arctic Circle staff and management!

As I sit comfortably in my air conditioned house I am thankful that I don’t have to be outside today. With temperatures approaching triple digits for several days in a row, our large sycamore is casting its bark all over the back yard. That’s how it handles the stress of extreme heat.

What about you? Are you staying cool? Since cool has a double meaning, and since I’m in the advertising business (which is all about being relevant), I might also ask if your business is staying “cool.” If you’re concerned that most of your clients are grandparents, it may be time to add some “cool” to your product service mix.

How do you add cool to your mix? Your advertising agency or marketing consultant should be a good resource for you. You can also take a look at what your kids, nieces, nephews, or grandkids are excited about. You could engage young people in a contest to come up with the coolest idea for a new product or service. Maybe you could offer a game for kids on your website. It doesn’t have to cost a lot. It just requires some creative thinking and execution on your part.

After all, who doesn’t want to be cool?