Let’s talk about client experience and why it should be front and center on your CPD list, your process management, your business mind. (Didn’t see that coming, now, did you.)
We all buy stuff every. single. day. So you’d think that seeing things from the client point of view and setting up the processes in our own business accordingly would come naturally to any entrepreneur. Astonishingly, I’ve learned that client experience plays little to no role in the talks and questions between colleagues or even mentors and mentees. It’s one of the underdogs when it comes to entrepreneurial skills.
Why is it that creative business owners, when they think CPD, never think to hone their clients’ path from HI to BUY to BYE, HOPE TO SEE YOU SOON?
Client experience is like the backdrop of the play we call business relations when it should be the star of the show.
Rarely have I heard someone mention it at all when reciting business goals or strategies, and yet, the reason we’re able to make a living doing what we love is that someone was satisfied with how we treated them.
But returning clients mean returning business.
Someone really saw the value in what we brought to their (!) table and enjoyed our table manners enough to look forward to the next meal.
- elevating your processes and treating your existing clients well is much less work than continuously hunting for new ones
- every client, just like every prospective client, is a potential marketing coup
- happy clients are happy to pay you well
If you’re looking to distinguish yourself from the crowd, upping your client game is a key element to that. Clients generally expect a certain amount of hassle and friction and will, to an extent of course, see the project through regardless. Now, if that hassle and friction don’t happen? That’s where sustainable business relations are born.
The secret path to loyal clients:
- Treat every client like it’s their birthday.
- Treat every prospective client like it’s their birthday.
- Colleagues, too (referrals, anyone).
To keep things simple: Treat everyone like it’s their birthday. It never gets old, and if you have this down, plus a lid on the money thing (charging your worth, knowing what you need to make and systems in place to keep you financially afloat) plus honing your skillset (in other words: just keep learning, learning, learning), you’re way ahead of the curve.
Step 1, 2, 3 of making your clients fall in love with you:
- get to know them inside out.
- understand what they want, need, desire (talking about results, processes that suit them, perfect world scenarios).
The good news:
The mechanics couldn’t be more simple. If you see where your client is coming from and understand what you need to do to make them happy and then make it your personal business goal to exceed expectations EVERY TIME, I promise, you will thrive like you never thought possible.
Client avatars and client mapping are often talked about, have become cheap self-promotion tools for a lot of marketing peeps out there (this is not getting dark, I promise), and still, rarely does anybody lift the veil and show you how it’s done.
Let me get you started with a couple of initial questions:
Do you know who your “you complete me” clients are?
How to meet them, greet them and wrap them around your little finger?
How to get into their mind, learn the essentials of what they want, need, desire and turn that into your marketing coup?
Do you know where to learn?
Realize that super focusing on your client, just like you would on a new partner your madly in love with, is what will make you the big bucks.
Extra-special hint: it helps if you actually like your clients. Niche down into the one square inch of the market where you can build a kingdom serving people you L.O.V.E. working with.
When it comes down to it. Business relations are not different at all from love relations in that if both parties work at making it last, they’ll live happily ever after.
Keeping the love alive and the butterflies aflutter is the simple and secret and surefire way to business bliss. Yours and theirs.