“Working with the right clients boosts morale and it boosts the client interaction.”
Steve Napolitan

Welcome to the Steve Show. Today, I want to talk about working with the right clients and not just any client. What you want is to work with clients that you’re totally in love with or that your company is meant to work with.

So, working with the right client, I like to call it your WOW client. Your WOW client are those clients whom, when you work with them, your heart is beating faster, and their heart is beating faster because you both enjoy collaborating. It’s the client that you’re leaving meetings and you’re so excited about leaving the meeting or you’re so excited to go to those meetings.

This is applicable for whatever size your company is, whether you’re million, billion-dollar corporation, or you’re an entrepreneur and you have your own business.

The worst thing any company can do is work with the wrong target audience. The reason we can go so in the wrong direction with this is that many times our service or our product is valuable to a wide range of people, but it might not be the people you enjoy working with. This can be damaging to your business and your brand.

For one, when we work with people that were not meant to work with, it brings morale down for the whole company. Whether it’s just you or you have a full sales staff. You have the sale come in which feels great because you made more revenue, but then the fulfillment of your promise is a miserable experience for people involved.

How does this impact performance in the long-run? Well, for example, customer service goes down because it’s not quite the right fit. Because no one in your company is upbeat or enthusiastic about serving those clients and customers. There’s a bad ripple effect throughout the whole company.

I’m not the only one who talks about this. Tony Hsieh, in his book Delivering Happiness, talks about it too.

The second part to this is that there are those that clients aren’t getting this WOW experience from you either. They are then less likely to be raving fans for your business and its offering. This weakens your brand in the marketplace!

This is a big deal. Because simply working with the wrong clients can lower staff morale, so your company isn’t doing well, but it also weakens the customer experience of your brand, which devalues your business in the marketplace.

Good news is, when we work with the right client we can have a profound impact on the market and in our business. Working with the right clients boosts morale and it boosts the client interaction. I can’t express this or emphasize this enough!

By putting your attention on WOW clients, that also increases those reviews that people are giving your business. For example, you have Google Ads reviews. Or, if you’re working with Yelp reviews, you have that!  Then there is also the social media component, where people are sharing a narrative and their experience of your business with their entire network!

So, we must put our attention on who were selecting for the company that we want to serve. We must be diligent about this.

But does that mean you just say “No!” to clients who aren’t a match? Not at all. You still do your best to be helpful. You find other companies or businesses to refer them too. Because a client that isn’t the right match for you might be the PERFECT match for another business.

Question: How do you find your WOW client?

What you want to do is you want to take a magnifying glass and look at your WOW client, and ask the following questions:

  • Who are they?
  • What is the value that they receive from working with you?
  • What was their biggest concern and challenge before they worked with you?
  • What are their aspirations and goals?
  • What’s their current biggest challenge and concerns?
  • Where do they hang out?
  • What social media do they use? Are they on LinkedIn and/or Facebook?
  • What events are they going to?

As you address all those questions you might think, “Hey, I don’t know all the answers!”

Solution? Call that WOW client and book a meeting with them and say, “Hey, you’re one of my favorite clients. You are hands down one of the best clients for this company. We’d like to spend 15 or 20 minutes with you to get to know how we can better serve you…”

Then do some surveying. Ask some questions around that. Even you can give them a gift. Maybe you need to take them out to a dinner or treat their team to a dinner.

As an example, I had one client that was in the real estate business. We started looking at their WOW clients and what was common amongst them. Their target audience was people that enjoyed wine and played golf. What they started doing is attending wine events and attending golf events. They even started sponsoring those events and being around those people.

Even though they were in the real estate game, they were spending more time at golf and wine events. Guess what happened? More wow clients showed up!

Our business and team culture are set by who we are and what we love. I just want you to get your mind thinking about who you are meant to be serving right now in 2018 and beyond. Start digging into this and look at it in a deep way.

I want to thank you for listening to this right now. And, please post your comments and questions below. I read and will respond to each one of them! It will help me serve you even better.

Until the next post…

Choose Gratitude Create Freedom

Steve Napolitan

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