Shopping for anything can be an interesting experience.  Some businesses refer to you as “their guest”, “client” or “customer”.  An expectation of service is associated with each inference. One of the pleasures of a Nordstrom visit or a Hilton stay is being called “the guest”.  This implies that you are special and deserve all their attention.  Employees often go out of their way to make your stay or visit pleasurable by providing service that is detail oriented.  Think of a special friend that comes to visit. You will do everything you can to make their visit unique; special touches in the guest bedroom, sightseeing trips and eating experiences. Making their trip memorable and fun is the whole point.

So what is a customer or client?  According to Michael Gerber, author of E-myth Mastery, the customer is a one-time transaction, usually a purchase of some sort.  Wal-Mart and 7-11 offer customer transactions.  A client is someone you hope to do repeat business with and one that needs your professional advice in order to make their purchase.  Real estate, mortgage, insurance and financial planning services are examples of client based transactions.

In selling services to a customer, the focus is limited to pitching the product/service and the lowest price. The difference is the relationship you have with the person.  If you cater your business to customers, you have to be continually searching for new ones. They are looking to complete the transaction quickly, easily and without fuss or commitment.  Clients, on the other hand, shouldn’t need to be replaced. Your service, pricing and focus on the client need will keep them around for a long time.  When a sales professional starts focusing on a customer’s needs, then they can turn prospective customers into clients, improve their profit margin and gain repeat business.

Customers are transactional.  As a customer we expect a quick and easy purchase, with price often guiding our decisions.  But if customer service is poor, our likely-hood of returning is nil.  Whether a customer or a client, service ALWAYS rules; it doesn’t matter if you are shopping in a Wal-Mart, a 7-11, or a Nordstrom’s.  The opportunity presents itself to turn every customer into a client just by exceeding their expectations.

Clients expect a level of service that exceeds their expectation. They are not looking for the quick and easy fix to their problems. For clients, customer service doesn’t just rule, it is everything.  They will base their whole shopping experience on a “WOW” experience. Clients want to be treated special from the very first greeting to the “thank you” at the conclusion of the transaction.  If a client has a great experience, then they will proceed to tell several of their friends and family about the event.  However, if the experience has been offensive in any way, you can bet they will tell EVERYBODY what happened. Where do you think the referral is going to come from?

Customers and Clients both are looking for help in making their purchases and both expect a certain level of sensitivity and efficiency. Nothing is sweeter than going into a Big Box store and having the clerk ask if you need help, offering to show you right where the product is and call someone more knowledgeable if they don’t know the answers. You immediately think, “Hmm, I’ll certainly shop here again”. As a customer, you have just had a client experience.

The Client wants and needs clear communication. They want to be kept in the loop of the process and they definitely want no surprises.  If you don’t know the answer, then the expectation is not, “I’ll get back to you”, but rather, “I’ll get on it right away”! The Client doesn’t care how many others you are working with, all they care about is their particular situation. Treat them as if they are the only one on your to-do list.  Providing your Client with as much information and education as possible will keep them working with you. They can find it themselves; it’s out there all over the internet. The less work they have to do, the more they rely on you, the stronger the relationship becomes and the greater the chance of repeat business and/or referrals.

If you want to increase your customer to client conversion ratio, then stop selling and start consulting.  A consultant understands the value in customer service and the needs of the client.  They focus on giving value and advice.  They commit themselves to the highest level of knowledge for their industry.  They take responsibility of their client’s well being.  They develop empathy for their client and never compromise their integrity in business and their personal lives.

Make your customer service a core value of your business. Get to know your customers needs and empower everyone on your team to do the same.  Your team will be communicating with the customer at some point. Set and maintain customer service standards for your team.  Almost every mortgage, real estate and financial service business has a team, even if it consists of just an assistant or receptionist.  If you don’t have standards, then a level of service is never established.  Each person involved in a transaction needs proper instruction on what is expected from them.  Creating a world class customer service platform will greatly increase your customer to client conversion ratio to a raving fan referring machine for your business.

The core value your Clients want is communication.  Stay in touch.  Create a system that alerts you when it’s their birthday, anniversary, and a system that provides them information that would be important to them or those that are part of their circle of friends, family and business associates.  Add regularly scheduled phone calls and create opportunities to see your clients in person a couple of times a year.  Create educational seminars that bring value to your client’s life and business.  Encourage your clients to bring their friends and associates along as this increases your chances for new business.

With every Client opportunity, make it your goal to create a client for life.  Keep the lines of communication open; give your team empowerment and a clear understanding of the client rules of engagement.  If you are committed to superior service for your client, your chances of a customer/client conversion will go through the stratosphere.

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written by Anne Roos, June 14, 2010

This also holds true with my clients, who are mostly brides (I play the harp for many events, but mostly weddings). You might think that a bride is a one-time customer, but that isn't true. Brides spread the word to their friends and family, and they may even hire me again to perform for future events, such as parties and baby showers, and they'll purchase my recorded music, too. I regard all of those who contact me as clients, even if they are just purchasing an album.

Putting out the intention that there will continue to be a relationship makes it so! Great article!

Anne Roos
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Celtic Harp Music by Anne Roos
http://www.celticharpmusic.com
"Beautiful music!"--United Airlines Inflight Music Service

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