Wouldn't it be nice if nothing that you worked hard to obtain required any further maintenance? You could say whatever you wanted to your spouse, play games online all day at work, and sustain your travels on one tank of gas. Your past accomplishments would be just that - past - without one iota of worry that whatever you mess up today would tarnish your record.

Unfortunately, we all know the scenario above is nothing akin to reality (especially the part about your spouse). The same holds true for your relationship with your client. You spend time selling yourself, your services, and your soul to get to that golden moment of the transaction. Services are rendered, money changes hands...and then what? Well, if you're smart you will take steps to go the extra mile to keep that client relationship going long and strong.

Is it going to take extra time? Yes. Is it worth it for clients with whom you don't particularly want to do business again? Actually, yes. Make it an overwhelmingly good customer service experience, and your client will be primed to give you referrals. And we all know referrals are the best and cheapest form of marketing (If you didn't know that, read my hub "Three Ways You Can Promote Your Business for Free").

So what are some ways that you can continue to nurture your client relationship after the transaction?

The Follow-Up Phone Call

This call is to tell your client that you appreciate their business and ask how their service/product is working for them. If it is working well, tell your customer that if he or someone he knows needs anything else in the future, then please call on you again.

If it is not working well, then congratulations for contacting him before he contacted you. You have hereby anticipated his needs and are there to correct the situation. At this point, you should be working double-time to ensure that the client gets what he feels that he has paid for. After all, you HAVE been paid (If you were waiting to be paid via invoice, I wouldn't have to tell you to get the problem squared away).

The follow-up phone call is nice if made by a staff member but most effective when made by the owner or manager. It doesn't make one feel important for an hourly peon to check in (sorry, peons.)

The Follow-Up Letter

The follow-up letter has its advantages and disadvantages over the follow-up phone call. The advantage is that it takes longer to write and mail a letter as opposed to just minutes for a phone call (read: more thoughtful). The disadvantage is that you don't get the immediate feedback - especially if there some discontent with the transaction.

Basically, the follow-up letter serves the same purpose of the follow-up phone call - to thank the client for his business and ask for referrals. Another advantage to a letter is that you can insert your business card, brochure, coupons, or some other form of printed marketing piece.

To type or handwrite the letter? Analyze your client relationship, and use your best judgment. If you feel that you are on a more intimate level with the client, go for a hand-written thank you card. If not, keep it very professional with a typed letter.

Could you send a follow-up letter in conjunction with the follow-up call? I don't see why not. I would make the call first, then refer to the call in the follow-up letter. Say that you would "once again" like to thank them. However, in the letter, I would include some new information like a sale, promotion, or information that the client requested.

The Gift

Unless it's a small gift like a promotional item with your logo on it, save the thank-you gifts for high-dollar transactions. Even then, keep it modest. You don't want to seem too obsequious or - worse - set a precedent that you can't keep up. It's fine to run a "free gift with purchase" type special, or send boxes of chocolates out at Christmas, but don't get too extravagant unless you feel that maintaining a particular client relationship calls for it.

The Periodic Check-In

If you don't hear from a client on a regular basis, don't be shy about checking in every now and then. I'm talking about personal contact, not just a mailed coupon or brochure. If you feel like you are being bothersome by calling, then check in by e-mail. As long as you are not pressuring them for something, people don't normally get offended if you contact them.

Whatever form that maintaining your client relationship takes, always remember to be very positive, polite, and accommodating. You may not feel like you need to court your customer anymore, but let me assure you that he or she has plenty of options when choosing the next product or service provider. If your customer service didn't stand out, it's on to the next company. At least there certainly won't be any loyalty to you.

Here is another strong piece of advice regarding the aftermath of a transaction - Do whatever it takes to ensure that the customer is satisfied in the end. Problems occur. Mistakes happen. But if you adopt the attitude that the customer's grievance is NYP (not your problem), I can assure you that the word of dissatisfaction will spread like a California wildfire on a hot summer's day (not to mention the threat of legal or professional repercussions.)

In closing, it's always good to follow the golden rule and treat people how you would like to be treated. But how about treating people BETTER than they expect to be treated even AFTER you have won their business? It's a philosophy that, once adopted, will have customers coming back for more.