Want Loyal Customers? Here’s What You’re Missing

If you've been in business for any amount of time, you know that returning loyal customers/clients are the crème de le crème of business.

People enthusiastically throwing money at your door, month after month.

Obviously, this sounds great, I hear everyday that many businesses get the majority of their clients through referrals and loyal customers.

But there's one major problem.

No one knows how to get loyal clients. Everyone just assumes do a good job and people will come back.

This works but is massively inefficient. It's like rocking up to a date, looking the other person in the eyes and asking, "Wanna come back to my place".

With the assumption that your looks and fashion sense is enough.

You might get a few bites this way, but there's a method that will get you far less no's that I've coined -

The Girlfriend Test

Though we like to pretend otherwise, humans are deeply emotional creatures. We don’t just want the 'best' solution—we want one that makes us feel good. Think back to the date example: The same guy could order the same food, tell the same stories, and even crack the same jokes. But if he makes the other person feel valued, asks thoughtful questions, and treats them like an individual, his chances of success skyrocket.

The same principle applies in business.

If you manage to make the customer feel valued and respected the chances of them coming back for "a second date" are through the roof.

So how do you make a customer feel valued?

As business owners, it can be incredibly easy to focus all your efforts into your work and doing a good job. Leaving socialising for after hours.

Although, on paper, this is the right thing to do, it can often lead clients feeling neglected and undervalued.

In general it's vital people know what work you're doing for them. That means giving them subtle reminders, asking questions to see if they need any other services. Keep the Communication Flowing

Just like in any relationship, communication is key. Regularly check in with your clients, not just when you’re pitching new services or billing them. Ask them how things are going with the work you’ve already done. This shows you’re invested in their success, not just in your bottom line.

Personalization Goes a Long Way

Get to know your clients on a personal level—what they like, their business goals, and their pain points. Tailor your approach to meet their unique needs. This is the equivalent of remembering your date's favourite dish or what they enjoy talking about most. Personal touches go a long way in building that emotional connection.

Consistency is King

Consistency builds trust. Whether it’s consistently delivering great results or consistently staying in touch, this reliability makes clients feel secure. And security leads to loyalty.

Wrapping Up: The Girlfriend Test in Business

Treat every client interaction like you're on a date—make them feel special, valued, and understood. When you do, the chances of building long-term, loyal relationships skyrocket. And just like a successful date, those clients will keep coming back, bringing their friends along with them.

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