Someone asked me how do you prevent current clients from shopping around for a cheaper price? How do you make them see the value? And how can I prospect without making price as a priority?

I read an article the other day about how to create/keep customer loyalty. The writer had several bullet points on how to cut your prices, offer something for free, cash reward after a certain purchase level, etc. These are NOT methods of creating customer loyalty. You are simply competing on price. If another company came up with a cheaper price, your clients will leave you before you can say "I should have offered a cheaper price so I can cut my profits in half". Please, give me a break.

Then what is customer loyalty and how do I create it? Customer loyalty is when your clients won't leave you because of price. They stay loyal to you because they have gotten to know you and have built a relationship with you. THEY TRUST YOU!

How do you create customer loyalty? You need to get people to know you better...and offer value. They will be willing to pay a higher price for value.

Here are 10 ways to get people to know you better:

1. Newsletters. This is an excellent tool that companies are not utilizing enough. It's a great way to stay in front of your client on a regular basis so that when they have a question about your industry, you are the person they will call. No sales pitches. Just FREE advice.

2. Website. I have said this more than once. You need to have your own website because the internet is the first place people go when they want to know something about company...or you. Put your newsletters or whitepapers on your site available to read. You should put a blog on there too.

3. Speaking of Blog...This is a great way for clients or prospects to read about your thoughts, experiences, advice, etc. They will get to know you better without even meeting you in person.

4. Birthday and holiday cards. This is a simple way to show appreciation and let them know you are thinking of them on a special day. Go a step more and create a custom card with a picture of you and your employees with everyone's signature and a hand-written note.

5. Thank you cards. This is along the same line as the birthday and holiday cards. Everytime you meet with a client or have a nice conversation on the phone, send them a personalized thank you note.

6. Philosophy card. Create a downloadable philosophy card that has a bulleted list of your mission statement and what you believe. You can even print them on the back of your business cards.

7. Post pictures on Flickr. Everyone loves looking at pictures. Post a few on flickr and they will feel like they are part of your family. You could also post pictures of doing what you love outside of work.

8. Videos. Along with pictures, post videos of your employees having a good time at work. If a picture says a thousand words, what does a video say?

9. Online social networking. The other day I overheard a couple of people saying that their hair stylist is on myspace. They thought it was so cool that they could read about her day, look at pictures and videos, her favorites, and many other personal things. Caution. Don't cross the ethical line. It can very easily be done.

10. Talk about other things that has NOTHING to do with work. Talk about family, dogs, cats, hobbies, anything but work.