What makes a client relationship last?
Sanger & Eby shares the secrets to turning nickel-and-dime arrangements into rewarding relationships.

by Stacey King

Creating Connections

An entire industry-relationship marketing-has been created around the concept of satisfying customers and bringing them back for more. Hundreds of books sold on Amazon.com tout the secrets to customer loyalty, all introducing the topic with virtually the same formula: It costs five times as much to attract a new customer as it does to keep an old one. For some people, though, hanging on to customers comes naturally. Their goals don't revolve so much around the logistics and costs involved with luring new clients as they do around retaining existing ones. In fact, at the core of their business philosophies, relationships hold more status then nickels and dimes. Whether it stems from their personalities, reflects the way they were raised or is a lesson learned after years in business, these folks know the secret to their success: Build close partnerships with clients, do unto others, and secure a reputation as talented, loyal and accommodating. Sanger & Eby Design in Cincinnati holds client relationships close to their hearts, and they have strong beliefs about how they cater to clients. They execute those principles in every client interaction-working closely with customers to find out exactly what they need, delivering work on time and dutifully staying in touch throughout the year. But the telltale sign of the firm's dedication is the tone of voice the principals lapse into when they talk about long-time clients: warm and wistful, like they're speaking of dear friends. And in many ways, they are.