Client Retention & Growth


Building customer loyalty

We all know that it costs far more to find new clients than to retain existing ones. So what does your customer retention strategy look like?

Hint: if it includes over-servicing, constant discounts and a blasé acceptance of scope creep, your strategy needs some work!


Building customer loyalty in a time when customers often just look for the lowest cost option is tricky. How do you do this? 

One way is to demonstrate tangible results - offer real ROI to them. However, this is a challenge for many agencies, as significant aspects of their work deliver intangible returns. For instance, how do you measure the ROI of a great logo?

To solve this problem, you should agree up-front what would constitutes success with the project.  Determine what the optimal outcome is, how it will be measured, and who will be responsible for measuring it.  With this criteria established, you’ll be able to get buy-in from all parties involved.


Another piece of advice: if you don’t have a customer development plan (a top-down view of all your best clients, illustrating your steps to retain them and grow their business over time)... you’re going to miss out on new opportunities with existing clients. If you’re too busy working on client projects and putting out fires to complete this valuable work, you need help!

You can read more about building customer loyalty and client management by downloading my FREE eBook.  If you want to discuss a specific challenge you have then schedule a free strategy call with me.


How do I stop overservicing clients?


Start off as you mean to go on.  Ensure you have a clear scope of work with the client and your team understands what is included and what is not included. Train your team to be able to push back when a client demands more. Read  my blog on this topic to learn more.


How can I be sure to keep my clients?

Firstly, work hard to win the RIGHT type of client for you - the client who 'gets it' and values what you do. Focus your work on the OUTCOMES the client is looking for (not just the tasks that you deliver) and regularly revisit the strategy you have in place to make sure it is delivering the value for the client.


How do we upsell to our clients?

Make sure from the start the client undertands the full breadth of your service offering.  Keep your ears to the ground and eyes open. Use review meetings to discuss additional projects and finally make sure when a client asks for more, you charge them! Don't be a charity!


About Rob Da Costa

I have 30+ years of commercial business experience. After beginning my career by working in various blue chip companies, I took the leap In 1991 to start my own marketing, PR and design agency. Over the next 11 years, I grew the business into an award-winning agency with 25 staff and revenues in excess of £1.5m. In 2002, I sold the business and then retrained to become a coach and mentor. Since forming Da Costa Coaching in 2007, I have helped over 300 agencies to grow in a sustainble, profitable and enjoyable way.


Why Work with Rob?

The Frank Agency
Jim Gilroy

MD, The Frank Agency

Our agency has a very specific growth target for the next three years. We engaged Rob to help us break down our target into manageable monthly actions, to sharpen our competitive edge and to crack the whip so that we remain accountable. It's still early days but already the sessions that Rob has chaired have yielded positive outcomes - most importantly an engaged management team who are focused on delivering a series of tasks towards fulfilling our quarterly targets and annual goal.

Agency Accelerator
Lucy Davison

MD, Keen As Mustard Marketing

Rob ran the client & account management workshop with me and my team and as a consequence,  helped us improve our client management and sell value rather than time. This has resulted in 3 major changes for us.  Firstly, we have increased our fees.  Our clients now understand the VALUE we bring so don't argue about price, and consequently we pitch with much more confidence!

A great investment of £2,500!

lucy Morris

Founder, Spinach

I had to restructure my company after my business partner decided to leave, and the process of having to scale back and uncertainty of continuing in a new form was daunting. I love the project work and our team, but I was disheartened about running a business after a prolonged period of disruption. Rob challenged and supported me to explore how I wanted to move forward and helped me realise I want to grow the business again. He's also helped me develop better practices around team management and client contact. I'm delighted the business and I are now both thriving again - and this couldn't have been possible without Rob's careful input, advice and experience.