 |
| Marketing |
 Customer Service
- How to Get the Clients You Want - Part 1By Marilyn Stefnik of Soul Chemistry Inc. Whether you are a small business owner or part of a larger multi-departmental company, one question the entrepreneur of today asks is: “How do I get the kind of clients I want?” Not just customers that consume your product or service, but the kind of people that you work well with, with whom your best efforts are appreciated, and rewarded both momentarily and with referrals. This is the first of a two-part article on customer service and satisfaction. In this issue we will focus on what great service means to you, defining the characteristics of your ideal client, and the New Client Interview process. With more and more businesses today we are witnessing a shift from quantity-orientation (taking on as many customers as possible), to a quality focused approach where we have more of the right kind of clients (those who are prepared to pay a little more for excellent service). Most convenience-oriented businesses today practice an old model of customer service, which is to give the client everything they want, immediately (a.k.a. the ‘kiss butt’ philosophy). This is a quick way to serve the surface needs of the client, but the superficial nature of this method is draining for the provider, keeping us hopping to serve the client’s wants. A more personal and authentic way to serve is to find out what the client wants by having a conversation with them, the intent being to build a relationship first and serve them your product second. This method brings more of who you are as an individual into serving your clients, and creates more authentic, satisfying dealings with them. It is your personal uniqueness and touch that make your business different! The first step to this authenticity starts with you, the service provider. Ask yourself, what does excellent service mean to me? How do you know and feel when you’ve been well served? How can you create that feeling in your business? As individuals, we may have different ideas about how we would like to be served. How would you like to serve your clients? The second step in having the clients you want is to define the characteristics of the ideal person you would like to have as a customer. Be very specific. What personal qualities do they have? Do they share your values and your commitment to quality? What kind of resources do they have (e.g: time, energy, money, etc.)? What kind of relationship do you want to have with this person? And, why do you want this type of client? Once you have a picture of whom you would like to work with and why, be open as to how that may show up. A client may have the right philosophical attitudes in place, but may not have the resources at this time to purchase your product/service. Seek to build a relationship where communication is honest and the client feels heard. We are all people with choices, and we like that to be honoured. In short, we are looking for a relationship with someone we trust. So, how can you learn what this looks like to your clients? You can ask! Show them that this relationship is important to you by having a New Client Interview. The purpose of this short sit-down chat is to find out what your client’s goals, needs and wants are, and to introduce yourself, your values and what you have to offer. This visit is not about a hard sell. It’s largely about the client articulating where they are and where they want to go, and seeing if that fits with your business. Start by telling them why you would like to meet with them initially, and how that relates to your philosophy of quality service. Be willing to share yourself and your values with the client, as this is what builds authentic relationships. Be willing to ask the client open-ended questions, and be comfortable with the silence as they think of the answer. How did they hear about you? What was said that made them want to come? You want the client to talk about themselves and their history of using services like yours. What was good or bad about their past experience? How can you make their ‘good’ experience ‘great’ the next time? This is also the time to discuss the client’s goals. Where are they now? Where do they want to go? What are their obstacles? Everyone must make choices about how they want to use their resources of time, energy and money, so where does your service fit in with their priorities? Do they demonstrate responsibility for their choices? For the long-term, are they open to making time the variable, and quality the constant? You can even write down what they’re telling you and keep it for later use. How will you know if you and the client are a good fit? If you think it is, tell the client you will work well together. Ask them at the end of the meeting what they are taking away from today’s visit. Again, being willing to ask these tough questions will separate you from your competitors. If the client doesn’t seem to fit with your philosophy, or seems like someone you just don’t want to work with, you have the choice to refer him or her to someone else. As a business owner/operator, you have the right to decide whom you would like to serve, and sometimes that means refusing a client or letting an existing client go. As providers, your clients are purchasing you as much as your service, so you must be able to perform and feel well rewarded for it. Bad clients who don’t respect you, your efforts or your operating parameters only drain your energy. Remember, if you aren’t willing to say “no” to clients you don’t want, you won’t have space for the ones that appreciate you! Watch for Part 2 in the next issue, where we’ll discuss how to keep those great clients through personalized service and check-ins! Marilyn Stefnik, of Soul Chemistry Inc., is a personal & business coach. Marilyn invites you to experience for yourself what coaching can do for you and your business. Call 403.274.6365 for a complimentary session, or visit www.soulchemistry.com |