The best way to competition-proof your creative business is to create loyal clients. Loyal clients are the ones who believe they are receiving more compelling value doing business with you as opposed to your competition, and they wouldn’t think of working with anyone else. The marketplace will reward those who earn and deserve, never because they desire or need. Do you deserve your client’s loyalty?
The word “deserve” comes from the latin “de serve” which simply means to serve. You only deserve any result you desire from your client when you are serving them with commitment to create more value for them then you are receiving in cash from them. Think about this. This is an important principle in creating raving loyal clients. This does not mean that you work for less money. On the contrary, it means that whatever the amount of money you are paid, you always provide more “use value” than the cash value received.
If you’re in a creative business selling your talent, knowledge, and expertise you might ask yourself, do I deserve the fees I charge? Am I fee-worthy? Do my clients perceive my value to them as greater than the money they are paying me? Providing deliverables aligned to your client’s expectation is not enough to deserve their on-going loyalty. All your competitors can provide acceptable deliverables. Doing what is expected is not enough to differentiate you from the other alternatives available to your client. You can provide more. Here are several suggested ideas for you to think about:
Loyalty in client relationships is never static.
Think of creating loyalty the same way you would think of physical exercise. The more your focus is on finding ways to serve your clients the stronger the relationship will be. It’s an on-going process. Nothing strengthens without effort. Stop exercising and things eventually will begin to go downhill fast. Everyone has heard the expression “familiarity breeds contempt”. This basically means the longer a relationship exists, the more things begin to be taken for granted. The more a client feels you are in “relationship entitlement mode”, the more open to options they will become. Let that not be you!
It’s all about them–never you.
It’s easy to get caught up in the method, details and minutia of doing the work you’re hired to do. It’s even easier to let your thinking go somewhere in the direction of “they can’t get this kind of quality, price or delivery from anyone else. We’re doing a big favor working for them”. Obviously that kind of shortsightedness will never create a loyal client who will sing your praises to others. To deserve loyal clients, your focus will always be on your client’s desire, never yours. If you take care of creating value for your clients, your value to them increases accordingly. Do the unexpected, go the extra mile! Do this with grace and humility. You’re in business to create success for others first. Everything after that will take care of itself.
Be trustworthy.
This may sound like an over simplification, however when a client shares something of a personal nature with you, they are essentially saying “I trust you”. In order for trust to be deserved, demonstrate your sensitivity to “moments of truth” when your client shares something of personal importance. Your best client relationships, the ones that are of greatest value to the growth of your business, are the ones where you are trusted. Respond with your thoughtful consideration and respect. Over time, you are building your relationship chemistry– the core elements that comprise the essence of how valuable you are to them, and their loyalty to you. It begins with trust.
Be everything to a few people.
Not all your clients will be of the kind where loyalty can grow. Some client relationships are transactional. You really can’t be all things to all clients, it’s absurd to even try. Be selective by cultivating deeper relationships with those clients who empower you, respect your contributions, and refer you to others in their circle of influence.
Take some time to think about the factors that have comprised your most successful client relationships. When you have defined those attributes, look into your current list of clients. How many are fulfilling that criteria right now? If there are clients who are no longer a good fit, respectfully disassociate from them. Establish the “rules of engagement” for your new clients early in the game. This creates immediate respect not only from clients, but for yourself. After all, if you don’t demonstrate a respectful value for yourself, why should anyone else?
Scarcity creates abundance.
As you continually evolve and grow in your business, you will no doubt be reminded of one of the fundamental principles in economics–supply and demand. The supply is your “availability”. Clients provide the “demand” by requesting your expertise. Your supply of time is finite. Excess demand creates competition among your clients for your time. By limiting your availability (supply) you are in effect creating more demand for your time and perceived value. In doing this, you differentiate between clients who deserve more of your time and the ones who want it. People typically want more of what they can’t have. Say no to those clients who demand more of your time than they contribute to your growth. By employing the scarcity principle you create more supply and increase demand from more empowering and deserving clients.
As you can see there is great deal of difference between deserving success and desiring it. You can only get your business to the next level when you develop the conscious mental habits that vibrate to the universe that you are enlightened and ready to receive the loyal clients you inherently deserve. You can take the first step.
What are you doing right now that is creating the loyal clients you deserve?
Please share your thoughts in the comments box below.
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keeping the love...
thank you mr. dawson! sadly, sometimes we're straddled with clients who don't care about the relationship as much as they do the bottom line and crash deadlines. but this does remind us to look for, secure and serve the kind of clients who do value relationships. sometimes we latch on to the less desirable or less deserving because we allow ourselves to be reduced to the "grin and bill it mentality". nice, inspiring piece.
when i was young, i lived on a farm that grew acres and acres of asparagus. we'd take some to the 'avion' travel trailer convention at the local fair grounds. we'd set up a little shop and everyone clamored for fresh asparagus. i remember carefully laying out 3 pounds on the scale. removing one fat one replacing it with a skinnier one...finally my dad saidl, "let me show you how it's done". he grabbed about 3 pounds, threw it on the scales and then grabbed a few extra pieces and tossed them on as well. "now THAT'S 3 pounds", he said. give them more than they bargained for and they'll be back was his message to me. that's why i was always the one working until midnight, telling everyone "no problem" when they asked if i could get the job done. never said maybe or i'll try. always said 'no problem' then did whatever it took to get the job done. thanks again old friend.