Do Your Clients Come First?
For some of you, this question may seem like a no-brainer and you may be thinking, “Of course the client is number one. Without my clients, I have no business!” Although this is very true, the real answer to this question is a little more complicated than that. While the client comes first, your business also comes first. Yet, how can the two share first place? We’ll first start with the warm and fuzzy.
Our clients are our number one priority; their happiness is paramount to creating brand loyalty and keeping their business over the long-term. No transaction should ever be thought of as a one-time thing. As a business owner, you’re always looking down the road, figuring out how you can maintain the initial value they appreciated so much in the beginning. For example, if “Phil” owns a coffee shop (actually, he does) the focus isn’t to simply sell one cup of coffee. Phil is focused on making the customer’s experience so enjoyable that they’ll buy a second, and then a third cup. And, it doesn’t stop there; eventually customers will purchase a branded mug and hold business meetings at the coffee shop. They’ll come through with their friends for an iced coffee on a hot summer day, and Phil will have the opportunity to begin the process of capturing the loyalty of those new individuals as well.
It’s the same here at Trademark. Sure, we’re not selling something delicious like a hot cup of coffee, but we want to deliver that same great client experience that Phil has created at his coffee shop. If your coffee is too cold, we’ll fix it for you. In fact, we’ll be your personal “website baristas!”
Or, Does Your Business Come First?
Now, the flip side- there’s always a yin to the yang, right? True, without clients, there would be no way to maximize profits and therefore continue business. You can possess all the passion in the world for your craft, but if no one is buying it, you’ll end up being passionate all by yourself. However, as a business owner or manager in your place of work, dealing your clients on a day-to-day basis has to be mutually beneficial. Your business needs to suit your client’s needs, and your clients need to fit your business mold, as well. You can choose your clients just as easily as your clients can choose you.
Say that “Joe” walks in to Phil’s coffee shop and starts ranting about how the coffee beans have been roasted too long and his coffee tastes burnt. Now, Phil knows this isn’t true, because he takes great pride in how he roasts his beans- to perfection! Joe also drops napkins on the floor and sips his coffee so loudly that it distracts other customers at the coffee shop. While Phil is happy that Joe patronizes his coffee shop, Phil realizes that Joe is disrupting the day-to-day flow of his shop and asks Joe to leave.
You can do this exact same thing in any industry. It doesn’t matter if you’re a financial advisor, a lawyer, a tax preparer or a web design company. If your clients aren’t a fit for your business, you can fire your clients. It’s all in the name of keeping your business number one.
How to Marry the Two
We’re all looking for that elusive middle point where everything in the world is perfect and right. It’s what everyone is striving for and few actually obtain- the unflawed balance between every single client loving your work, and you loving all of your clients. As the business owner, you give a little (okay, you bend over backwards) in order to keep your clients happy and to provide the best service you possibly can. In return, your customers stay loyal and even bring in new business for you.
It’s all about finding that balance; about making the client number one while simultaneously making sure that your business doesn’t fall into last place either.