The Edge Marketing

Some people use the words “client” and “customer” interchangeably or generically. I’d like you to think a little about these important words because there is a significant difference – one that can have huge impact upon your long-term business.

According to Merriam-Webster:

Client: One that is under the protection of another

Customer: One that purchases a commodity or service

Here’s the distinction:

In a client / vendor relationship, the buyer is “under the protection” of the vendor and becomes dependant upon the ongoing care of the vendor.

I think most executives, professionals, and owners of small businesses would benefit from nurturing “client” relationships. That means:

· Communicating that they are under your care

· Being proactive in looking out for their best interests

· Constantly working on strengthening and deepening the relationship

· Giving them your best service and value on an ongoing basis

· Providing value and peace of mind well beyond the commodity value of the transaction

If I am in your care or under your protection and I know it, there is far less likelihood of me defecting to a competitor and far greater likelihood that I will refer others to your care and protection. Isn’t that the relationship you want to build? If so, think through your mindset and that of your staff:

· Do you actively protect and look out for your client’s well being beyond the value of the purchase?

· Do you communicate your ongoing care on their behalf?

· Do you always give them your best service and value?

· Do your clients feel they are in your constant care?

Building ongoing client relationships means constantly being vigilant to insure you and your staff work to build that “protection / care / dependence” paradigm with every client contact so they can say, “I depend on [fill in your name] for [fill in the products and services you provide]. Customers don’t have much reason to stay; clients don’t have reason to stray… that’s the difference.

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