--- title: How To Create Loyal Clients | The Sales Blog description: Everyone wants to keep their clients, especially their key accounts. But not everyone deserves to keep his or her key accounts. You know this as a salesperson because you are winning your competitor’s at-risk clients. Do you want to create loyal clients? Ask yourself these questions (no lie, this is going to sting a little […] image: https://www.thesalesblog.com/hubfs/The%20Sales%20Blog-2.jpg --- ### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority) [![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com) - WIN AT SALES - The Sales Environment - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken) - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint) - Sales Resources - [ Blog ](https://www.thesalesblog.com/blog) - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) - [ Live Training Events ](https://events.thesalesblog.com) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### Live Training Events ### Upcoming training events & workshops [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9) ###### Online Training Platform ### Sales Accelerator [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6) ###### #1 Resource ### Revenue Growth Blueprint - [ BLOG ](https://www.thesalesblog.com/blog) - [ SPEAKING ](https://www.thesalesblog.com/speaking) - SALES TRAINING - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle) - [ For Individual Reps ](https://www.thesalesblog.com/individuals) - [ For Teams ](https://www.thesalesblog.com/sales-accelerator) - [ Events & Other Programs ](https://events.thesalesblog.com) - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) - [ EVENTS ](https://events.thesalesblog.com) - [ BOOKS ](https://www.thesalesblog.com/books) - [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino) - [ CONTACT ](https://www.thesalesblog.com/contact) - Hit Sales Targets [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### LIVE TRAINING EVENTS ### Upcoming virtual training events & in-person workshops ###### Improve your win rates [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279) ###### Keynotes & Workshops ### Hire Anthony to Speak @ Your Event # How To Create Loyal Clients ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) April 22, 2010 Everyone wants to keep their clients, especially their key accounts. But not everyone deserves to keep his or her key accounts. You know this as a salesperson because you are winning your competitor’s [at-risk clients](http://thesalesblog.com/2010/04/four-reasons-your-key-accounts-are-at-risk/). Do you want to create loyal clients? Ask yourself these questions (no lie, this is going to sting a little . . . maybe more than a little). #### Be Loyal If you want loyal clients, then be loyal. Loyalty is something that is reciprocated. 1. Are you still treating your client like you did when they were a prospect? 2. Are you still [competing](https://www.thesalesblog.com/blog/competitiveness-in-salespeople) for their business by finding ways to make a difference for them? Or have you slipped into the comfortable groove of entitlement and apathy? 3. Are you still as proactive as when you first won their business? Are you still taking the [initiative](http://thesalesblog.com/2010/01/initiative-the-ability-to-take-action-proactively/) and acting on your unsolicited ideas to create value for your client? 4. Are you still providing them with the outcome that you promised and that you sold? Are you still [managing that outcome](http://thesalesblog.com/2010/02/manage-outcomes-the-ability-to-achieve-results/)? Go back and answer these questions as if you were your client. #### Listen Loyalty is built on relationships, and relationships are built on [caring](http://thesalesblog.com/2010/02/caring-the-desire-to-achieve-a-positive-outcome-for-others/). There is nothing that indicates that you care better than [listening](http://thesalesblog.com/2010/02/communication-the-ability-to-listen-and-to-explain-ideas/). 5. Are you spending time listening to your clients? Enough time? 6. When you are with your client, are you really listening? Are you listening to the people within your client’s organization who are affected by what you do? Are you three levels deep in the organization listening to the people who weren’t in the boardroom when you made your presentation to the buying committee? 7. Or are you simply listening to the decision-maker? 8. Are you listening with the intention of discovering whether or not you are becoming easier to business with, or harder to do business with? Go back and answer these questions as if you were a person three levels deep within your client’s organization. #### Change With Them Your clients are changing. Their loyalty has a price. That price is [your willingness and your ability to change](http://thesalesblog.com/2010/03/you-can-change-and-you-must/) with them. 9. What changes have you implemented for and with your client in the last 90 days? 10. What changes are you implementing in the next 90 days based on what you have you learned from your clients? 11. What changes are you proactively making that will benefit your clients? #### Treat Your Clients Like They Important When They Don’t Buy The last year was a tough year for business. Demand was down across almost all industries. Inevitably, some of your clients stopped using you and your services because their needs evaporated. 12. How do you treat your clients when they are not buying? 13. Because they had no need, did they still receive your full and undivided attention? Or did they feel your neglect? 14. What did you do to help them during the time their business was down? 15. Did you make the herculean effort to make a difference for them when making a difference was most difficult? 16. Were you loyal to your clients when there was nothing in it for you? Read my interview with Tom Peters ([Part One](http://thesalesblog.com/2010/03/the-sales-blog-interview-tom-peters-on-the-little-big-things-part-one/) and [Part Two](http://thesalesblog.com/2010/03/the-sales-blog-interview-tom-peters-on-the-little-big-things-part-two/)). Read my [Blogs.com](http://www.blogs.com) featured guest post on the [Top Ten Sales blogs](http://www.blogs.com/topten/top-10-sales-blogs/). Read my monthly post on [Sales Bloggers Union](http://www.salesbloggers.com/author/iannarino/). Get [The Sales Blog iPhone App](http://itunes.apple.com/us/app/the-sales-blog/id349930905?mt=8) to read The Sales Blog and [Twitter Feed](http://www.twitter.com/iannarino) on your iPhone.   ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2010](https://www.thesalesblog.com/blog/tag/2010) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 22, 2010 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. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. 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" : "2024-08-05T11:41:34 AM", "datePublished" : "2010-04-22 07:17:59", "description" : "Everyone wants to keep their clients, especially their key accounts. But not everyone deserves to keep his or her key accounts. You know this as a salesperson because you are winning your competitor’s at-risk clients. Do you want to create loyal clients? Ask yourself these questions (no lie, this is going to sting a little […]", "headline" : "How To Create Loyal Clients", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/how-to-create-loyal-clients", "@type" : "WebPage" }, "name" : "How To Create Loyal Clients", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```