Gaining Client Loyalty

Week of September 22, 2014
Ok, so how DO we get to top of mind and build client loyalty?

Interestingly, Tom Fishburne spoke on this very thing at his Google keynote, "Marketing Worth Sharing." At the link to his keynote, he includes both his slides AND his notes. You can easily follow what he is saying, and in essence, his message is this (and I agree):

When you're with your clients, how can you make their experience a little more awesome? THAT is marketing, branding, business development, client services, and company culture all rolled into one. Are you seeing it?

More importantly, are you hearing it? What are the things your clients are talking about? What are they wrestling with? When they share this with you, are you giving them your full attention? Or are you thinking about what you are going to say next? Or what service you want to tell them about?


For the next few days, I want you to try something for me... BE PRESENT.

When the client speaks, stop what you are doing and thinking, and really listen to what they are saying. Ask for clarification. Ask for details. Ask them how it makes them fell. Ask them what they want to accomplish. Ask them what "it" would look like if "it" was working/running/behaving the way "it" was supposed to.

Do not try to solve their problem. Don't offer your advice. And don't tell them about what your firm can do about that or the project you did that was just like what they are going through. Just help them be more awesome. Listen. Reflect back what they say. BE PRESENT.