Every time you have an opportunity to interact with a client/customer, or potential client/customer, you have to earn their continued business.
Every time they pick up the phone to request a service call, every time they walk in your doors, every time they go to your website, you need to answer their question, "Why am I willing to spend my money with you?"
Shorten that phrase to, "Why you?"
There is one car dealer I buy from. Every time I have gone to him, he continues to earn my business with his honesty.
The carpet cleaner my wife calls has earned lots of money from us directly and indirectly with the referals we give him.
The plumber I used to rely on however has lost my business. 3 weeks ago, we had a plumbing/sewer problem and they sent out a plumber who spent two hours at our home but was unable to fix the problem and wanted to reschedule a time to come back later in the week.
So we blindly (looked up in the Yellow Pages), another company and they sent two guys over that afternoon and took care of the problem. They got $354.00 for fixing the problem.
Thursday, (Thanksgiving Day), less than 3 weeks later, the problem occurred again. Fortunately we have two bathrooms. The next day, I called back the folks I gave $354 to and asked for help. They explained that they were short staffed but when I told them the problem, they said that the owner himself would be out if they couldn't find the guys they sent previously.
Turns out within two hours, the original guy they sent out came to our house and fixed the problem again. It was his day off. He did not charge us anything. He wouldn't even accept a gift tip for coming out.
He told us what we needed to do if the problem happened again along with a price, couple grand, to fix the problem, or we could be very careful and he gave us some temporary advice to keep things running smoothly.
They answered the question, "Why you?"
How about your business? What are you doing to continually earn your client/customers money?