Customer Retention: Close the Revolving Door

Clients don't always tell us when they're dissatisfied and drifting away. It's a difficult conversation for them to have. In other words, no news is not necessarily good news. Dentists' actions may speak volumes and you have to be open to "hear" those actions.

It's far more cost effective to keep existing clients than to replace them so knowing your client retention rate and tracking changes in their monthly spending patterns are critical. It's much easier to fix what's wrong now than to wait until they slip to zero sales and find a new "home." It's also fun to recognize and celebrate their "busyness" as soon as possible.

The easiest tracking method is to compare each client's current month sales to his three or four month rolling average. You may find a few dentists who are up a high percentage or who have dipped below their normal spending level. In either case, you should call the account.

Here are some suggestions for the context of the call. Test it out with...