When you’re a solopreneur, your customers are more than just transactions – they’re the lifeblood of your business. Finding them, connecting with them, and turning them into loyal fans isn’t just good for business – it’s essential. So, let’s dive into the ins and outs of building solid, lasting relationships with customers.
From where to find them to how to keep them coming back for more, here are some practical tips, handy tools, and a few lessons from my own experience.
1.Finding Your People: Where to Start
Let’s be real: finding those ideal customers – the ones who just get you and love what you do – can feel a bit like looking for a needle in a haystack. But my belief is a little bit of clarity and strategy can work wonders.
Identify Your Ideal Customer
Start by building a Customer Profile (persona, avatar etc…) Think of it as a character sketch of your ideal customer. Give them a name, imagine their daily lives, their challenges, and jot down what they’re looking for in a solution to those challenges.
[Quick hint here – the challenge doesn’t have to be mind blowing or earth shattering, it could be as simple as the best place locally to get a cup of coffee]
Dong this exercise helps me stay focused on who I’m speaking to in my marketing, which means I’m more likely to attract the right people.
Using tools like Xtensio (free business templates!) or even just a notebook can help you easily map this information out.
Hang Out Where They Do
There’s no point in shouting from the rooftops if your customers are hanging out somewhere else. So, if they’re on Instagram, that’s where to go. If they’re more LinkedIn types, then that’s where to spend your time. Not in those places? Find out where they are and be there.
And it’s not just about showing up and sharing “This is what I do…” The keyword here is ‘relationship’ – listen to them and help without expecting a return.
It’s all about focusing your energy in the right place, in the right way.
Network with Purpose
If there are networking opportunities in your area – or even online – give them a go.
But remember, it’s about farming, not hunting. Going to networking expecting ‘leads’ or ‘sales’ will probably leave you feeling disappointed. You may have gone there to sell something but I can assure you, nobody has gone there to buy anything!
For example, when I started out, I found a lot of clients by joining my local business networks, showing up and building relationships over time. Also, by taking every opportunity offered to me to speak at an event or contribute to a group discussion.
My advice with those opportunities, jump in. People will remember you more! And that’s what networking is all about.
2.What to Do Once You Have Their Attention
So, you’ve got their attention – brilliant! Now, what’s the next step?
Building a real connection of course.
Be Transparent and Show Your Personality
I’ve found that being genuine and open about my own journey – with all it’s ups and downs – resonates with clients. Don’t be afraid to show a bit of yourself – share your why, the reason you do what you do.
For example, on my Kathy’s Story page I’m pretty open about how often things went wrong for me. But I also share how those disasters taught me what to do next.
It’s about showing people that I’m a real person, not just a faceless business.
Listen First, Sell Later
Building a customer relationship starts with listening. When I first meet potential clients, I ask questions about their needs and challenges using open-ended questions like:
- How can I help?
- What’s the biggest challenge you’re facing right now?”
- What’s the one thing that would make a real difference to you and your business? Not only does this show I’m interested, but it also helps me tailor my services.
And it’s genuine. There isn’t “this person could be my next, biggest client” in the back of my head. I’m genuinely interested in how I can help and what they need. Yes, sometimes it leads to people saying they want to work with me. Do you know what else it does? It helps me understand their drivers and their needs and that, in turn, helps me tailor my services.
So, even if they don’t become a client I have helped them in some way and they have definitely helped me.
There’s a really useful tool called Notion. I use it to track client feedback and insights, so I’m always on the ball with what my potential customers are looking for.
Provide Value Upfront
Value can take many different forms. It can be a helpful blog post, a free resource, a quick tip or a 20-minute phone call.
Giving a bit of value before you ask for anything in return can make a huge difference.
One client came to me because they’d been following my blog for months and felt I got their business. Another, because they signed up for my weekly email and received my ‘Welcome and What to Expect’ messages that have four or five value-driven tips and ideas.
If you’re not using email marketing – start!. If you’re not using automations in your email marketing – Start! Platforms like Constant Contact or MailerLite are simple to use and can help you build trust but keep you top-of-mind with your potential customers
3.Nurturing Customer Relationships: It Doesn’t End with the First Sale
Once someone becomes a customer, the work doesn’t end there. In fact, that’s when the relationship can truly begin to blossom.
Stay in Touch with Regular Updates
One thing I swear by is my weekly email. I keep it simple:
- A link to my blog
- A few useful tips
- A what’s on section for my monthly online networking meet-up and my webinars, and sometimes
- An exclusive offer
This weekly drip not only builds a space for potential new clients, but also it keeps me connected with clients even after our initial work together is over.
It’s amazing how many clients have come back to me just because I pop up in their inbox once a week.
As I said previously, a couple of tools I like are Constant Contact and MailerLite. They have easy-to-use templates that help keep things looking good and consistent.
Check In with Personal Messages
I like to send a quick follow-up message or email after work stops with a client, just to see how things are going. For instance, a few months ago, I sent a follow-up email to a client I’d worked with earlier in the year, simply asking how the strategies we discussed were working for her. That one check-in led to more work with them.
It’s the little, personalised touches that keep people coming back.
Show Appreciation
Customers love to feel valued, so don’t skimp on showing a little gratitude. I keep things low-key but meaningful – sometimes it’s a handwritten thank-you card or a bunch of flowers.
If you want something more structured, you could even consider setting up a basic loyalty program using a service like Smile.io.
It’s about us making our customers know that they’re part of something special.
4.Encouraging Repeat Business and Referrals
Happy customers are not only likely to come back – they’re also your best marketing team!
Ask for Feedback Regularly
It might feel a bit scary, but feedback is gold. I send a short feedback survey after working with clients.
Not only does this give me great insights, but it shows customers that I care about the imapct of our work together and using their feedback to importve things for other customers in the future.
Reward Referrals
A lot of my business comes from word of mouth, so I love to encourage referrals. I have recently come across a simple to use platform, ReferralCandy, that I am investigating as a method of creating systemised and automated personalised thank-yous.
Thoughtful Upselling
If you offer something ‘extra’ that will help your clients or add more value then tell them about it.
Upselling must be genuine. Only suggest an add-on if I think it will really benefit them. For example, after working with a client on a growth programme, I offer regular follow-up and accountability sessions because I know they will help to keep the momentum going.
5.So, What Does All This Mean?
Building strong customer relationships is the foundation of a successful business, especially for Solopreneurs like us.
It’s not just about getting that initial sale; it’s about creating genuine connections that keep customers coming back.
By investing time in understanding your customers, nurturing those relationships, and showing appreciation, you’re setting up your business for long-term growth and stability.
Next Steps
But if you’re thinking, “This sounds great, but where do I actually start?”– that’s exactly what my Business Growth Programme is all about.
It’s a hands-on, hand-holding journey through the 5Ps – People, Price, Product, Productivity, and Promotion – with practical guidance every step of the way. Together, we focus on building customer relationships that last, setting up sustainable pricing, and promoting your business in a way that feels right for you.
Ready to dive in and give your business the growth it deserves? Book a call to learn more about how the programme can support you in building a business you love – with customers who love coming back.