--- title: Customer Loyalty Is Continuous Value Creation | The Sales Blog description: You win a new client when you create new value for them. You help them solve some existing problem, creating more value around some particular challenge. Or you create new value by helping your dream client move to a better future state even though things may be okay when you find them. But if that’s […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-06-20-at-10_40_26-PM.png --- ### [Now booking SKO meetings for 2026/27! 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You help them solve [some existing problem](http://thesalesblog.com/blog/2013/05/02/what-dissatisfaction-means-part-one/), creating more value around some particular challenge. Or you create new value by helping your dream client move to [a better future state](http://thesalesblog.com/blog/2013/05/03/what-dissatisfaction-means-part-two/) even though things may be okay when you find them. But if that’s the only value you create, you leave yourself susceptible to [complacency](http://thesalesblog.com/blog/2012/09/27/your-client-didnt-abandon-you-you-abandoned-them/) and to a competitive displacement when one of your competitors finds a way to create new value. [Execution](http://thesalesblog.com/blog/2013/06/02/ideas-are-worthless-execution-is-priceless/) is certainly part of a customer loyalty and client retention strategy. But the real key to customer loyalty and client [retention](http://thesalesblog.com/blog/2011/07/23/dont-think-transactional-think-long-term-a-note-to-entrepreneurs/) is to continually and continuously find new ways to create value. You put a ton of effort into trying to find new ways to create value for your dream clients when they are still prospects. To generate customer loyalty and lifetime clients you have to put as much effort into creating new value for your clients [after you’ve won](http://thesalesblog.com/blog/2013/03/04/from-idea-to-execution-to-idea/) their business, after you’ve had their business for some time. You generate loyalty when you act as if you’re part of your client management team, always finding the next idea, always driving the business forward, never allowing the status quo to take hold, and always pushing for change. This is what generates loyalty. Loyalty is about helping a client continually move their business forward. That’s how you earn the loyalty. Long periods with little or no new value creation opens the door for your competitors to share their new ideas and make the case for change you should be making. #### Questions What puts your customers in the at risk column? What opens you to the threat of a competitive displacement? What are the factors that lead your client to start taking calls and meetings with your competitors salesforce? How do you go from quarter to quarter always finding ways to create new value? What are the factors that make you loyal? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on June 20, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:22:26 PM", "datePublished" : "2013-06-20 22:59:09", "description" : "You win a new client when you create new value for them. You help them solve some existing problem, creating more value around some particular challenge. 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