However, since a client will always be worth more than a penny, it's logical to conclude that it should also take more to retain a client than it does a penny. What's worse is, unlike a penny, clients can get up, walk away, and leave you.
Ok, I'll put the penny down for a second.
Recently, at one of my favorite events each month, the Glazer-Kennedy Insider's Circle Miami Chapter meeting, our Advisor, Andrew J. Cass shared some wisdom that I'll now impart to you:
"Most people think that the purpose of a customer is to get a sale when in fact, the purpose of a sale is to get a customer."
In other words, most businesses treat transactions like one-night stands, gratifying the customer once, and forgetting the whole thing ever happened afterwards. It's cold and heartless... and... you just shouldn't treat someone that way! -=]
Then, when there are no customers around, the business owner figures "Oh boy! I better go find new customers!"
Alright, first off, I prefer the term "client" because I can accept the responsibilities that are associated with having clients. An even better term is "member" but that's a conversation for a whole other post.
The Purpose of a Sale is to Get a Customer Client!
Why? Because when you have something to sell again, you have someone to sell to!
How? By adding them to a list and continually following up with them?
This is Marketing 101, so to those of you who already have a grasp on these foundations, thanks for bearing with me. Here comes the meat of the post!
...What Do You Say To Them?
Well I've given this some thought, and I think that while you can use the term client, let's approach this as both a specific and "blanket" term.
To really successful entrepreneurs, the word Business is synonymous with Relationships. If you ask the question: "how's business?" to any such entrepreneur, they could very well answer "the relationship I have with my clients is fantastic!"
So how do you create a fantastic relationship with your clients? By treating them as more than customers. By treating them as:
- Clients - The folks who benefit from the products or services you offer.
- Friends - The folks who you like to keep informed about the great things happening in your life, and are equally interested in hearing back from.
- And eventually, as Colleagues - The folks whose opinions you respect enough to provide to others.
You can't sell them all the time, and you can't just be buddy-buddy with them either... not (in either case) if you want to stand any chance of thriving in business and profiting from your efforts. Just mix just these two aspects together into regular follow-up with your list, and you'll already have gone miles ahead of your competition in terms of forming and maintaining healthy relationships... a healthy business!
But that's just the "Client-Friend." Why and how would you treat a client as a colleague? Well, because eventually, loyal clients become something more than just clients... and they need to be recognized as such.
Imagine walking into a small hardware store and asking what the best tool would be to fix a leaky faucet, only to have the clerk at the counter turn the question over to Joe, who doesn't work there; he's just always around, and is really respected at that store. Not too farfetched, is it? But in as much time as Joe spends there, where do you think he shops if he needs to fix something?
So in marketing to your list, you could recognize "Joe" for something he shared; you could give others the opportunity to shine by asking your clients a question; or you could simply share a testimonial and help them add value to your business by sharing their great experience with everyone else!
Research psychologist Clayton Alderfer says that motivation generally comes from three sources:
- Fulfillment of basic existence needs
- Fulfillment of relationship needs
- Fulfillment of personal growth needs
When you treat them as clients, you help them fulfill their basic existence needs. When you treat them as friends, you help them fulfill their relationship needs. When you treat them as colleagues, you allow them to feel as though (at least in your eyes as the business owner) they've become something more. Accomplish all that, treating them as "Client-Friend-Colleagues", and your clients will always be motivated to support your business when they need what you do to help themselves. Fail to do so, and they simply won't be.
Like I've always said - the only way to do well in business is to have fun! Maintaining relationships/business (whichever you prefer) in this manner can be a whole lot of fun!
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