Wednesday, July 21, 2010

Your Clients Crave This

Here's an axiom of business: Give your clients what they want, and they will give you what you want.

But ... what if you went beyond wants and gave your clients what they craved?

How successful could you be if you were in the crave-fulfillment business?

Good news: Not only is it fairly simple to give your clients what they crave, it's also inexpensive, and 100% legal.

Here's the secret, in the words of American psychologist, William James (1842-1910):  
"The deepest principle of human nature is the craving to be appreciated."
Think about that. Then, ask yourself:

  • How did it feel as a kid when your parent or other adult told you, "Nice job!" after you did something noteworthy?
  • How did it feel the last time your family/friends told you how happy they were about a favor you had done them?
  • How did it feel the last time you got a round of applause, congratulatory email, or thank-you note in the mail?
Appreciation feels pretty darn good.

Yet, such moments are rare, aren't they?

Perhaps that's one of the reasons we crave appreciation -- we rarely get it.

Which is a golden opportunity for you.

Simply show your clients how much you appreciate them, and they will return the favor with increased loyalty, repeat sales, and referrals, to name but three ways.

How can you do it?
  • Write and mail thank-you notes
  • Hold a free client appreciation event, at a restaurant or JV partner's location
  • Send Thanksgiving cards (everyone sends Christmas cards -- they mean nothing)
  • Mail a monthly "client's only" newsletter
In a world that craves appreciation, there's room in your industry for a new success story. All you need do is show clients how much you care.

Now. Do you think all this "client love" stuff is a bit warm and fuzzy?

Think about this: The pay-off for appreciating your clients can be rivers of cold, hard cash.

Just ask Zappos, Nordstrom, Virgin Airways, or Apple.

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