I fly many prospective clients in to our offices to meet, talk, review their situations and to create relationships. This works very well. Of course, I always take them out for a nice dinner so we can relax and get to know one another. Usually, I take them to one restaurant that I like very much, in fact, it’s probably the nicest restaurant in my area. It’s high-end for our community and serves excellent food.

I dine there probably four times per month on average, sometimes with my wife just because I like the place. I spend quite a bit of money there and I tip well. However, not once has the owner (who is always present) come over to say hello, ask me my name, comp me a glass of wine, acknowledge me as a good customer. Not once. I might as well be a first time customer.

This does not work. In fact, I am getting annoyed and soon I will likely migrate to other restaurants looking for a place where I may be treated better, feel more comfortable and “at home” and be better appreciated. All the owner has to do is acknowledge me as a frequent customer and he will have me forever. Instead, by not doing this, he will probably drive my business elsewhere.

Here is the lesson: Take the time to know your repeat customers. Learn their names and acknowledge them as welcomed and respected frequent visitors. Repeat customers are your best allies. It takes a little effort, yes, but it is so important, especially in this down economy where business from repeat customers is so valuable.

Acknowledge your repeat customers. Thank them, treat them like family (because essentially, they are) and keep them forever. This works!