Jack couldn't understand why several of his past customers were not using him for their new concrete work. Quite by accident Jack ran into one of his past customers, Grant Hill, while attending his daughter's soccer game. When Jack asked Grant why his company had not won the concrete project at a new retail strip mall Grant simply responded that he hadn't heard from Jack in over a year and just assumed he was too busy and didn't really need or want the work.

Does this sound familiar? Hopefully not, but the fact is that many contractors do very little to keep customers. Keeping your customers in your "back pocket" isn't meant that we should assume any customer's loyalty but more that we work hard to keep them close to where it counts the most…the wallet!

So, how can you keep customers in your back pocket? Let's look at a few tips and techniques that you might employ. We'll take the perspective of customers whom you have at least completed one project.

1. Pre-Plan Four Customer Contacts per Year
   At the very least you should be making some form of contact quarterly after the completion of a project. The contact might be a card of thanks, an e-mail message, a new advertisement of services you are offering, a seasonal or holiday "best wishes" card, etc. It is important for you to keep your name in front of the customer's eyes several times a year; especially those clients who do regular work.
2. Execute Collected Facts about Clients
   You need to begin collecting facts about each of your customers from the first moment that you begin a relationship. What is their work history? Do they have kids? How old? Birthdays? What are their hobbies and interests? Who is their favorite ball team, player, etc.? You can never get enough facts. However, just collecting facts isn't enough. You must execute efforts that reflect your willingness to maintain a relationship. Sending birthday greetings to a client sends the signal that you wish to maintain some form of a relationship. Congratulating a client on their child's graduation reinforces your effort to stay in contact with clients. They know what you're doing by staying in touch but they also recognize that most contractors DON'T work hard to stay in touch!
3. Update Clients on New Work, Services, & Clients