Whether you’re in the business of selling your expertise for money or selling products, it’s likely you’ll prefer an ongoing client or customer relationship, to one that’s more a “love ‘em and leave ‘em” encounter.
Alas, the love ‘em and leave ‘em strategy is often more a client behaviour than it is yours. There’s you jumping through hoops doing great work, meantime your client is flirting with someone new.
In my coaching dialogue with independent professionals, an area I regularly discuss is the topic of the “ideal client”.
Being very clear on who we want to work with is pivotal to creating a business where we can market effectively and comfortably.
OK, here’s the point of this whole language of longevity thing: You may want ongoing client relationships, but are you projecting that in everything you say and do?
Imagine wooing a prospective life partner. How do you behave if you genuinely want this person to be with you forever?
In case you’ve forgotten, let me help you. I reckon you’ll:
- Show great interest in the person’s family. His or her background and upbringing.
- Take care to find out what they love and what they hate.
- Look for common ground and cultivate it.
- Be open to new learnings and be willing to share your own experiences and knowledge.
- Be proactive in helping this person’s friends and family whenever you can.
… and you’ll always be looking and talking to the future — in what you say, what you write and how you behave.
Get the picture? If we want ongoing client relationships, we absolutely must embrace the language and behaviour of longevity.
Come across as a one-night stand and that’s what you’ll be.
