Because one sale is good, but a second one means you’re doing it right
Winning a client is only half the job. The real win? Getting them to come back. Again and again.
That’s where customer loyalty comes in – and no, we’re not talking about complicated point schemes or expensive freebies. Loyalty isn’t bought. It’s earned, over time, through clear communication, useful content, and little moments of value that show you get it.
At CBH Consultancy, we help small businesses and lean teams create loyalty strategies that don’t need a full-time marketer to manage. Below are five loyalty tactics that work – with or without fancy software. Each one is bite-sized, doable, and built to strengthen your client relationships from day one.
1. Give New Clients a Clear “What Happens Next”
You’ve made the sale. Don’t go quiet. One of the biggest reasons clients don’t return is simple: they feel lost after the first purchase or project.
Hack: Build a basic post-sale flow. It could be a short onboarding email, a thank-you note with clear next steps, or a short guide to getting the most from your product or service. The key is to stay present after the first “yes”.
Bonus tip: Use plain English. Avoid jargon. Make it feel like it came from a real person, not a system.
2. Use Email for Value, Not Just Reminders
Clients don’t need to hear from you every week – but when they do, it should be useful. Most small businesses treat email as a sales megaphone. Instead, think of it as a conversation.
Hack: Send monthly “value-first” emails with one useful tip, case study or insight that’s relevant to your audience. No heavy sales pitch, no long essays. Just one good thing they can use or share.
Link it: This is one of the pillars of our Customer Loyalty Guide. The right message at the right time builds trust without chasing it.
3. Make Repeat Clients Feel Seen
People like being remembered. If someone’s booked or bought from you more than once, don’t treat them like a stranger.
Hack: Keep a light-touch log of returning clients – even if it’s just in a spreadsheet. Send them a quick thank-you note or a small gesture after their second or third time working with you. It could be a discount, but often a personal note works better.
Pro move: If you run service-based projects, end each one with a short “how did we do?” check-in and include a reminder of what else you can help with.
4. Offer an Easy Re-Entry Point
Don’t assume people remember what you do. Even happy clients forget. Especially if your services are complex, seasonal or infrequent.
Hack: Create a “Ready when you are” re-engagement email or page. Keep it short: here’s what we do, here’s how to book, and here’s why now’s a good time. Send it every 3–6 months to inactive clients.
Make it feel warm, not pushy: Something like, “Noticed we haven’t worked together in a while – here’s a quick refresher on how we can help if the timing’s right.”
5. Make Loyalty a Two-Way Street
Loyalty isn’t just about asking for repeat business – it’s about giving people a reason to stick around. That might mean early access, useful tools, or exclusive insights.
Hack: Create a simple “clients-first” list. This could be a quarterly update with sneak peeks, tools, or offers – only available to people who’ve already worked with you. It doesn’t need to be big. It just needs to feel personal.
Example: At CBH, we send our ongoing clients a quarterly update on new content tools, AI features, or campaign ideas they can swipe and use – no upsell required.
Consistency Over Complexity
You don’t need a loyalty app or automation platform to keep clients coming back. You just need to stay helpful, relevant and visible – and give people a reason to think of you when they’re ready again.
If you’re not sure where to start, our Customer Loyalty Guide breaks this all down into simple actions, templates and examples.
Or, book a quick loyalty review call with us. We’ll help you find the low-hanging fruit in your client journey – and map out the next steps without the jargon.
