WHY CLIENTS KEEP COMING BACK
- 19 hours ago
- 4 min read
Wade Howard, Director and Senior Photographer, OD Media (Pty) Ltd
We have just finished covering a conference in Rimini, Italy, and are now enjoying a few days’ holiday. It struck me why our UK-based client of 11 years keeps asking a company on the other side of the world to work for them. We are often asked this question by delegates when they say, “You came all the way from South Africa?”
Here are a few reasons why international and local clients keep coming back, and how businesses can build long-lasting relationships through service and consistency.
Going the Extra Mile
South Africans have a reputation for being hard workers who are not afraid to get stuck in. These conferences, for example, last four days and the days often run from 7am until 10pm or even midnight. We are paid to be there, so we work whatever hours are needed to get the job done.
Part of this comes from my own passion to always get the best photo I have ever taken. At these events you will often see me running to some far-off corner, climbing to the top of a building or heading across the water just to get a different perspective and a unique image that will wow the client. They may never even use the image in their marketing because they have very specific briefs, but it creates the impression that you are willing to go the extra mile for them.
That effort is remembered.
Clients notice when service providers genuinely care about the result and not just about clocking hours.
Consistency Builds Trust
Our clients know exactly what they are going to get from us because we show up every time and deliver the same professional service year after year. Over time, clients begin to see you as part of their team rather than simply another supplier. In fact, one or two clients even mentioned on this trip that we feel like family to them.
When clients trust you, there is very little reason for them to look elsewhere.
Relationships are critical. It is important not only to know the marketing manager or the person who hired you originally, but also to build relationships with the wider team. If your only contact leaves the company and nobody else knows who you are, there is a good chance the next event will go to someone else.
Consistency also means showing up regularly. At many of these events, we see the same tourism representatives attending year after year. They become familiar faces, and it becomes easier for potential clients to do business with them because they recognise them and know they are committed. They are not afraid of back-to-back meetings and long days because they understand that visibility and relationship-building are essential to growing business opportunities.
Don’t Sweat the Small Stuff
Sometimes businesses get too caught up in the small things.
We can become consumed by the fact that we quoted for four hours and now the event is running for four-and-a-half hours. Instead of immediately worrying about charging for every extra minute, sometimes it is worth asking whether staying a little longer and helping the client out will create more value in the long run.
Clients appreciate flexibility.
They appreciate not having to go back to procurement for another purchase order or explain why an event ran over budget. If you are already there and the event is still going, often the best thing you can do is simply get the job done professionally.
Often, that goodwill is rewarded with repeat business.
Understand the Client’s Needs
We have been covering airline and airport conferences since 2015. The events are all similar, just in different venues, so it would be easy to keep doing the same thing every year. But businesses that continue to grow are the ones that keep asking clients what they need and where they can improve.
Take the time to meet with clients regularly. Find out what you are doing right and where you can offer more value. We introduced a new service to our overseas client that happened to meet a need they already had, and it almost doubled our revenue at each event.
The key is understanding how the client uses your work and how it helps them sell their products or services. If your work contributes to their success, they will continue to hire you.
A good example for us has been testimonial interviews. We now do as many of these interviews at events as time allows. Although it has increased our workload, it offers massive value to the client.
They post these testimonials online, and prospective delegates get to hear directly from people explaining how beneficial the event has been for them. There is no better marketing tool than hearing someone else say, “This event was worth attending.”
Keeping the Client Happy
Clients also like to feel valued personally. Our UK client works as hard as anyone else at these conferences and they enjoy having professional photographs taken of their team during the event.
We encourage regular team photos, even though gathering everyone together in a busy venue can be challenging. The effort is worth it because people love seeing themselves and their teams recognised professionally.
Something as simple as updating someone’s LinkedIn profile photo during an event can make a big impression. Small touches like these add value beyond the original brief and show clients that you genuinely care about them and their business.
Make It Easy
One of the simplest ways to lose clients is to make working with you difficult.
Keep all your important documents and accreditations up to date and easily accessible. If a client asks for a tax clearance certificate, BBBEE certificate or COIDA compliance document, send it immediately. Delays create frustration and slow down the client’s processes.
Professionalism is not only about the service you provide at an event; it is also about how efficiently you operate behind the scenes.
Show Gratitude
Finally, always show appreciation for your clients. Many businesses believe that because they are providing a service and getting paid, no further effort is required.
But successful long-term relationships are built on gratitude and mutual respect.
Clients want to know that you appreciate their support, enjoy working with them and are invested in helping them grow their business. When clients feel valued and supported, they are far more likely to keep coming back year after year.
M: +27 (0)83 331 6796
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