One of my first ever assignments when I set up in business as a growth strategist was to help a 12-man coaching and consulting firm get back on their feet. They'd gone from £1.5m turnover to £500k and it was painful.
So I went in, asked a few questions, and asked why they weren't going back to any of their past clients. Their response flummoxed me: "if we've done our job right, then they shouldn't need us again."
Your clients have certain expectations of you.
They expect you to turn up on time. They expect you to listen. They expect you to deliver on your promises. Yes, they even expect you to help them with the issue you told them in your marketing that you can help them with!
They consider all of these as "standard". Which means that when you deliver it, all you're doing is meeting their expectations.
Guess what, meeting expectations doesn't get you very far. In fact, all it really does is keep you in the game.
If you want your clients to refer you on, if you want them to give you a glowing testimonial, if you want them to LOVE you then you have to give them a reason to do all that.
Have you ever heard of the Puppy Dog Close?
Imagine you're the owner of a pet shop and you want to sell a litter of puppies. If you just let people come into the shop and look at the puppies, they may bond with them or they may not. It's all a bit hit and miss.