9 Secrets to Lifelong Clients : A step-by-step guide with insight, examples and questions to consider for creating lifelong clients AND increasing your bottom line.

After jumping in 2013 enabling me to live, love and teach around the world, being a photographer for 12 years, an entrepreneur for seven years, a mama for the past three - it's been my greatest honor yet to share these very moments of turning my dream life into a reality with YOU as you build your intentional business and live YOUR dream life. 

In 2015, I launched my photography business (previously known as Ashley Strong Photography, now Ashley Strong Smith) with very little knowledge of actually knowing how to run a business. Within two years, I went from making cold calls and giving away photo sessions to having a waiting list for months. 

What was the secret behind this rapid expansion? 

Creating a foundation for cultivating an intimate connection with my clients, turning them into lifelong clients. I’ve documented souls from their engagement to their wedding, their maternity portraits to their birth, the child’s six month and year portraits, to their siblings along the way, to their sibling joining the world, to their grandparents' anniversary, birthdays and yearly holiday portraits in between. It all. One client. I’ve then used these same 9 steps, more recently as I launched my coaching program for female entrepreneurs. 
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These 9 steps below, are the foundation in which I’ve been able to cultivate intimate connections with my clients, ultimately turning them into lifelong clients. Are you ready? 

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1. Be human and honest

First and foremost, we are all maneuvering this thing called life, doing the best we can in this moment, with the resources we have. Yes, you are running a business, but you are a HUMAN BEING running a business, remember that with each interaction and exchange. 

Honesty builds trust and as trust begins to build, so too does the connection, the authenticity of that very connection and therefore the foundation of your exchange is formed. The beautiful cyclical nature of life - build a solid foundation - trust and connection - exceptional customer experience - repeat clients. 

Examples of being human and honest : 

• Thank you so much for being vulnerable and sharing your budget, here is my pricing guide where packages start at $XXXX. 
• I cannot make that work, how about we try…. 
• Thank you for your flexibility and understanding. 
• I get all too well that you need to reschedule. You can reschedule once without any additional cost, I’m available… 

Questions to consider : 

• What do you need to be fully present in the exchange? 
• What do they want, need or believe about this exchange? 
• What does it mean to be human and honest to you? 
• What would you want if you were on the receiving end?
• What if you leaned into transparency? How would that look and feel?

2. ​Be clear on the service(s) you provide.

The more clear and connected you are to your service, the more you will attract your dream and ideal clients. 

Remember you are you. Although there may be many in your industry, no one has had the life experiences that have brought you to this very moment, exactly where you are today. Use those very life enhancing moments to connect with your clients. In doing so, you’ll be able to live in your truth and provide a clean, supportive, expansive service. 

Examples of being clear on the service(s) you provide : 

• I no longer service San Diego County, would you be willing to travel to Orange or San Bernardino counties? 
• I am a photographer for couples wanting candid, authentic, effortless, vibrant images of their wedding day. 
• I am an educator for female entrepreneurs who are building intentional businesses. 

Questions to consider : 

• What service do you provide?
• How are you communicating your service? 
• How do you want your client to feel after they’ve received this service or have been in this exchange?

3. Be connected to your craft, skill and mission. ​

The more connected you are to your craft, skill and mission, the better you can serve your clients. Passion leads to purpose. As your passion expands, so too does your knowledge and eventually you’re able to share that knowledge with others. The more you tap into your connection with the service you’re providing, the deeper the service becomes. 

Examples of being connected to your craft, skill and mission : 

• If you’re a photographer, have you received a photoshoot? 
• If you’re a realtor, do you own a home? 
• If you’re a hairstylist, has someone else done yours? 
• If you’re an educator, have you taken other courses? 
• If you’re a travel agent, have you worked with another? 

Questions to consider : 

• What is your craft (defined in part 2)? 
• What skill is needed to bring your craft (service) to life? 
• What is your mission? 
• Have you been in their shoes and received this very service (ie: for photographers - have you had a photoshoot, for educators - have you taken someone else’s course, for speakers - have you been to a speaking engagement)? 

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4. Get to know your client.

Your clients are the pulse of your business. After all, without them, would you even have a business? Not only is it important to really define your ideal client, create your client avatar and speak to that, but really understand what it means to truly connect with them, ultimately creating an intimate, intentional, in-depth experience. 

One of the most effective and supportive ways of doing this is turn your email conversion into a phone (or zoome, skype, facetime) to really get to connect the name, to a face, to a voice, to the person on the other end. Prior to this call, create a series of questions that you want to ask them, to really get to know them as a person and not just as a client. Through getting to know them, you’ll understand if you're the right fit to serve them. 

We receive answers, through asking questions. Those answers then become our guidepost for what is to come next. You know, layer upon layer.

Examples of getting to know your client : 

• As a photographer documenting weddings, couples and families, I came to really understand and be aligned with the knowledge that, “They will never look at me, the way they look at each other. To capture this connection, their very connection, is what I call magic, perfection in the moment.” This is when fleeting moments turn into tangible keepsakes. 
• When I was a wedding photographer, I would ALWAYS get on the phone with the potential couple before booking them. Not only did I want to know about their wedding, more so, I wanted to know about them, how they met, their love story, the vision for their wedding and most importantly - what they’re looking for in a wedding photographer. 

​Questions to consider : 

• Who is your ideal client? 
• What clients are actually being attracted to you? Do you see any commonalities between them?  
• What is that oh so special thing that is unique to you, your service and your client exchange. 

5. Create a streamlined process.

Oh, do I get so excited with creating streamlined processes for my business. It’s important to create both internal and external processes. 

Let’s break them down. 

Internal processes are how you do business. 
External processes are how you are in relationship, in exchange with your client. 

You need the internal process to have the external. They are like day and night, you cannot have one without the other. 

Examples of creating a streamlined process : 

• Internal : 
  • What is your client's experience from the moment they inquire to when the service is concluded? Write down every single step along the way. 
  • Create a business plan. This really helps lay the foundation for your business, it’s practices and creates a very visual reflection of where you are, where you want to be and what you need to do to get there. 
  • Utilize resources and databases such as CRM and programs that support your industry. 
• External : 
  • Know exactly what you need to do to center yourself before your exchange so you can show up full present, authentic, ready to serve and be in intentional connection with your client. 
  • Prepare beforehand with a timeline of how you want to spend your time together ensuring you have enough time to get through all the necessary parts. 
  • Schedule this exchange for the most supportive time. 
    • Ie : If you’re coaching a client - when are you most energized? If you’re photographing a client - when is the best light for that very location? ​

Questions to consider: 

• How would you want to feel when working with someone? Do you want information to be provided, before you even have to ask the question? (I know I do) 
• What resources and systems can you implement to automate parts of your process (ie: having emails sent on a specific date/time without having to actually hit send). 
• What is the process when you are with your client? 
• How do you perform your service? 
• How do you make them feel comfortable and supported in the moment? 
• How does the exchange end and what do you do the follow up to ensure they both had an amazing experience and know next steps? 

6. Have impeccable communication & prepare them for success.  ​

Being impeccable with your communication is holding your clients hand throughout their journey. 

• Creating Email templates 
• Prepping emails 
• Follow up emails 
• Clear timelines/deadlines 
• Consistent communication 
• Reach out to them before they need to reach out to you 
• Really engage with them 

Examples of having impeccable communication and preparing them for success: 

• Create and send them an “what to expect” guide that walks them through the step-by-step process of the exchange together 
• If you’re a photographer and preparing for a photo shoot, send them a style guide equipped with outfit exchange, suggested props to bring and an overview on the location. 
• If you’re an educator and preparing for a coaching/ mentoring session, send them and outline of your time together and what they’ll need to be successful on the call (ie : pen, paper, notebook, specific questions to answer) 

Questions to consider : 

• What do they need to know from the moment they inquire until the exchange has been done? 
• What do they need to show up for our session? 
• What do YOU need to show up fully present? 

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7. Be fully present, engaged, intentional in the moment  and remember to breathe.

An exchange, well - is an exchange. Your energy with whomever you’re in contact with. Energy is felt, fully. As you prepare for your exchange (session, coaching, interaction, etc.), be very mindful of what you need to do to fill up your up and be fully present, engaged and intentional. The more centered you are heading into the session, the more present you will be, therefore the more intentional the exchange will be. When this happens, trust is built, people open up and a more fluid, real conversation and exchange can be had. 

Please remember that people can sense when you’re distracted, when you’re off, when you’re not present. When this happens, they pull away, become disconnected from the situation at hand and that’s when trust starts to get lost. This can all be eliminated by preparing yourself before the session. 

Also remember, to breathe throughout the exchange. At any time you need to reset, are feeling overwhelmed, feel like you need to go in a different direction, are getting too excited, stop for a moment, put your left hand on your heart and take a few deep breaths. You can even invite your client into this very experience. 

Examples of being fully present, engaged and intentional in the moment: 

• Arrive to your destination early, have time to sit in your car or the location to just breathe and gather yourself 
• Eat a healthy meal before your session and be well hydrated 
• Once you’re in location for your exchange, make sure your phone is on silent and all distractions are put away 
• Set an intention for the exchange (ie: I AM going to be fully present, energized and inspired throughout our exchange). 

Questions to consider : 

• Have I done all that I needed to be fully present? 
• Have I packed the necessary snacks, gear, material? 
• Did I prep my client enough ahead of time? 
• Have I centered myself? 

8.  Live authentically, show up as you. ​

Truth is, your client hired you because they have a connection to the service you offer. This connection is formulated through a series of small interactions that has built a like, an understanding, a trust. By being you, doing you, they are connecting to the true person behind your brand. Live into this, honor this, show up as you. 

The greatest gift we can give ourselves and one another is to be true to who each and everyone of us are. As you honor the unique light within you, so too do you give others the permission to do the same. 

A great practice for truly listening to and honoring the authentic you, is sharing from the heart, not the mind. What do you feel, not what do you think? As you tap deeper into what you feel, you’ll become more and more connected to the authentic you. Then, use this inquiry to share it with the world. 

Examples of living authentically and showing up as you:  

• Hi, I am XXX. This is my XXX. I am inspired by…. 
• Giving your community, your audience, your clients insight into who you are, where you live, what you love to do, your family, what inspires you, etc. 
• Share videos of your favorite locations and people 
• Invite them into your daily routine 
• Share rituals that make you, you. 

Questions to consider : 

• What is your heart saying? 
• What inspires you most? 
• Who are you when nobody's looking? 
• What feels light (versus heavy) in your life? 
• What makes you, you?​

9. Stay in touch.

When I first started my photography company, someone told me (I wish I remembered who) to never leave an exchange asking for more money. That struck such a cord as I knew all too well how it felt having an interaction with someone and I owed them more than they quoted. 

I since then have expended on this, with my philosophy being, never leave the exchange without expressing your gratitude for them, their support and the very exchange. We all want to be wanted. We all want to be needed. We all want to know that were important (and please remember, we all are, in our own unique ways). To be seen, to be heard, is the greatest gifts of the lifetime. Ensure your clients are seen and heard. 

End your interaction with next steps, send an email communicating those next steps. Once the next steps are performed, add them into your system to stay in touch. 

Examples of staying in touch : 

• Create a monthly feel good newsletter filled with inspiration (not selling them anything) 
• Send a birthday or anniversary card in the mail (or email) 
• Interact with them on social media 
• Invite them for coffee 
• Congratulate them on big life goals/ accomplishments 
• Send a yearly holiday card to all your clients 

Questions to consider : 

• How do you like to stay in touch with people you’ve had an exchange with? 
• How do you feel when someone reaches out to you just to know they’re thinking about you? 
• How can you acknowledge your client? 
• How can you create an automated system to stay in touch with your clients?

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