Your business staying open relies plain and simple on the fact that you have enough clients who are doing well enough in their own businesses that they are willing to pay you what you need for your services. Perhaps it is something that you have not thought of before but when you take a second and think about it, if your clients’ businesses aren’t succeeding, who is going to be able to pay for your services? When you look at it from this angle, it is easy to come to the conclusion that it is in your best interest to do everything you can to help your clients’ business grow. There are number of reasons why this is true, not the least of which is that if they aren’t making money, they won’t be spending money at your business. On the other hand, the old saying rings true: “If it ain’t broke, don’t fix it.” If your clients’ business is thriving, no matter how directly or indirectly their success is related to what you do, they will have the finances to continue to pay for your services and in many cases, pay you for more. And they will! Talk about a win-win.
Changing The Way You View Your Clients
In order for this win-win to happen, it is essential that you make the paradigm shift of seeing the success of your clients being directly related to your own. When clients are viewed for no more than transactions relationships suffer. When business relationships aren’t strong transactions are compromised. Like robots who only do the minimum amount of give-and-take, potential is limited and connection is non-existant. Contrast this with the business owner who has changed his mentality and now sees his clients’ success the way he should. When you care about your clients’ business your work for them improves. This starts a cycle of good work, happy clients, good communication, good results, and a positive relationship. This cycle directly leads into success for your clients which then leads into success for you. The important thing to take away from this is that the catalyst of this cycle is you providing good work that brings about their success. This kind of work comes when you are mentally invested in their business. You do your best work, you go the extra mile, you help them get results because you care. You have changed the way you view your clients and you understand that their success is necessary for your own.
There is one part of this cycle that is more easily said than done and that is giving them the results they want. Obviously, there are aspects of your clients business that you have no control of and therefore their success is not solely contingent on how you handle the small aspect of their business the have entrusted to you. None the less, you are able to give them much better results when you understand exactly what they want from you. In order to do this, you need to discover their “Why”.
Discovering Your Clients’ “Why”
In order to have happy customers you need to understand WHY they hired you in the first place. If you do web design and your client tells you they want a “really good looking website” it is still possible that you build them a beautiful website that leaves them unsatisfied. What we need to do is look at why they want a “really good website.” Chances are, it is in order for them to do more business. When you understand this ‘why’ you are able to focus your efforts on accomplishing their real goal and your chances at success are much higher. When this ‘why’ is discovered, talked about openly, and worked towards a stronger relationship forms and your customer’s loyalty grows.
This loyalty is crucial to the success of your business. When a customer feels a sincere appreciation for the work you did, there are endless ways that this can help your business. They might post something on social media about the work you did, they might refer you to a friend or associate, they will stick with you when your competition comes knocking. And let’s not forget the number one reason customer loyalty is important, BECAUSE THEY KEEP PAYING YOU. When you see your clients success as the best and only way for your own success your business will begin to grow. Remember this for those clients who you might see as “small” or “unimportant.” Taking good care of them will lead to massive financial rewards over time. The client who pays you $500 a month for 10 years is much more valuable than the client who paid you $1,500 a month but left after 4 months of service. Also, keep in mind the large amount of value that your $500 a month satisfied customer could bring you in referrals and other business opportunities.
The ‘Why’ is so important, not just theirs but yours as well. Their ‘why’ is important because knowing it helps you fulfill their need. Your ‘why’ is important because it will lead you to do the work that is going to bring about your clients’ success. And that’s just it, your ‘why’ is that you understand that your clients’ success is the key to bringing about your own.