Pagina 44 – N2Growth

Is uw bedrijf gebouwd rond klanten of opdrachtgevers? Bent u slechts een leverancier van producten en diensten aan uw klanten of informeert, voegt u waarde toe, informeert, adviseert, adviseert en pleit u namens uw klanten? Er is niet alleen een definitieverschil tussen de termen klanten en klanten, maar er zijn ook enorme strategische, operationele en filosofische verschillen tussen bedrijven die klanten verkopen en bedrijven die klanten bedienen klanten. In today’s post we’ll go beyond semantics and definitions to get at the core of some principles that can radically improve your business, jouw merk, and your future…

Terwijl veel mensen misschien aan de woorden denken cliënt en klant omdat ze uitwisselbaar zijn, is niets minder waar.

The definition of a customer is simply someone that buys goods or services. The term customer is an external reference that puts the emphasis on selling. At first blush I’m sure some of you might be wondering what’s wrong with that, but before you draw any conclusions let’s look at the definition of a client…The definition of a client is someone who is under your care and protection.

This is an internal reference that places the emphasis on serving. In other words, if you have customers your goal is to get them to buy something, and if you serve clients your goal is to look out for their best interests. Think about it like this…is your personal preference to be sold or served? When you’re in the marktplaats Zoekt u als consument naar professionals die u kunt vertrouwen of naar verkopers die een product verkopen?

If you think carefully about what I’ve written thus far you’ll find that you really shouldn’t be seeking customers after thinking through the definitional differences provided above, rather you should be looking to serve clients. Your goal should not be to find customers who make a one time purchase simply because you have the “goods” they need right now. Rather your goal should be to build sustainable relationships with clients who value your professional advice based upon the strength of your brand and the need for your expertise. Another way of examining the contrast between clients and customers is to ask yourself whether you desire to be paid for what you do for your clients, or what you hand your customers.

The distinctions being made in this text are really much more than splitting hairs over semantical differences…they boil down to accepting a philosophy and buying into a mindset that separates selling from advising, serving, protecting, and stewarding. The sad reality is that many businesses still operate their sales organizations with the same principles and techniques they were using in the 70’s and 80’s. Trust me when I tell you that your prospective clients have heard it all before and can see the worn-out, old school closes coming a mile away. They can sniff antiquated selling strategies and will tune out on your presentation such that it’s actually over before you even get started. Stop selling customers and start servicing clients…

If you are operating on a franchised one-size fits all sales model you are likely missing substantial opportunities and are not even aware of it. If you focus on cultivating client relationships you will become indispensable for what you know (the experience, knowledge, and information you can transfer), how you add value, and how you make clients feel about the interaction. When you do that, you’re building a client baseren, geen klant lijst. Als je de lagen van gezonde klant-professionele relaties loslaat, zul je altijd als constante een vertrouwensband ontdekken, die op zijn beurt het felbegeerde, maar zelden bereikte resultaat van een loyale zakenrelatie creëert. Goed doordachte klant/professionele opdrachten zijn duurzame relaties met blijvende kansen voor beide partijen.

Bottom line…companies built upon a client-centric focus attract and retain better talent, command premium prices, have more highly regarded brands, create loyal client relationships, and generate more revenue over the lifecycle of a relationship. Regardless of the business you’re in, if you make the paradigm shift in thought, and in action, from customer to client your business will become a healthier and more competitive enterprise.