Lessons in loyalty from 21 years of service leadership at KW Corporation

In the race for customer retention, too many growing businesses believe they have to win on price. But for our Director of Sales, Steven Clare, the real differentiator is something money can’t buy: trust.

I recently sat down with Steve, who’s now in his 21st year with KW, to unpack how his team keeps customers coming back year after year (even when competitors come in with a lower quote). What followed was a masterclass in relationship-driven service. Here are five hot takes every SMB leader should take notes on.

1. Compete on clarity, not cost

Steve recalled the 2023–24 SD-WAN rollout for a major bank. It was a complex project where KW’s bid came in higher than others. But rather than glossing over the price, his team laid everything out in detail.

“The client could see why the price was what it was,” he explained. “We weren’t vague. We didn’t hide behind jargon.”

That transparency helped build trust early, and it paid off. The takeaway? Clients don’t always choose the lowest number—they choose the clearest value.

2. Flexibility wins where rigidity fails

One of KW Corporation’s greatest advantages is its ability to adapt quickly. With a flat structure and minimal red tape, Steve’s team is able to customize each client’s experience.

“Most of our competitors are rigid, We personalize the experience because we can. We adapt to the customer, not the other way around.”

That kind of flexibility is hard to replicate and even harder to compete with.

3. Discounts don’t build loyalty, honesty does

Plenty of businesses try to win new customers with lowball pricing. Then they make up the margin with hidden fees. KW takes a different approach.

“We price fairly from the beginning,” Steve told me. “Even if it means losing a deal.”

He shared a story of a longtime account manager who kept choosing cheaper competitors. Despite that, Steve stayed consistent and transparent. Eventually, the account manager grew tired of watching partners overpromise and underdeliver. After switching companies, his first call was to KW. They’ve been collaborating ever since.

People remember how you made them feel, not what you charged.

4. Personalization doesn’t mean saying yes to everything

This insight was key for Steve and his team. “A big lesson for us was realizing that loyal customers don’t expect us to say yes to everything.”

Instead, KW takes the time to understand what the client wants, then offers a solution that blends their preferences with the company’s expertise. It’s a consultative approach that earns trust and drives results.

5. Prevent problems before they surface

Steve’s top advice for business owners struggling with customer retention? “Have proactive conversations.”

Simple. Direct. Often ignored.

It’s easy to stay reactive in the chaos of a growing business. But the companies that build loyalty long term are the ones that get ahead of dissatisfaction, rather than cleaning up after it.

In the long run, people remember how you made them feel, not what you charged.

Final Thought:

As your company scales, resist the urge to win business by undercutting prices. Instead, focus on building trust through clarity, adaptability, and honest communication. That’s how customer relationships grow, and how they last.

👉 How do you build loyalty with your clients? Drop your thoughts in the comments. KW Corporation, INC would love to hear what’s working for you.