Do you have a Customer or a Client Culture?

A customer by definition is "somebody who buys goods and services."  A client, on the other, hand by definition is "somebody who depends on the protection of another."

So many businesses we see have a customer culture of selling goods and services.  A one dimensional transaction to gain as much profit from the transaction as possible, and falsely believing we have satisfied the needs of the customer.  A transaction that may happen just the once.

Contrast this with a client culture, based on protecting the needs and requirements of the client.  The development of trust and a bond with your business that goes much deeper than a quick profit.  A relationship that will see the client return more than once, even bond them for life, but also have them singing about you to others.

How much more business do you think a client culture would attract?

There is an old story about the person walking into the hardware shop to buy a drill.  He asks the attendant,  "Do you have a 10mm drill?"  The attendant takes him over to the drill section and gives him a 10mm drill costing $10 to take to the register to pay.  This is a customer culture.

Another person goes into a different hardware store and asks for the same 10mm drill.  The attendant recognises that this person doesn't need a drill, they need a hole.  They begin to consult with the person, asking if the hole required is going into timber or masonry, as each will require a different type of drill bit. What is the hole to be used for?  Is it for fastening or hanging?  Do they have the appropriate fixtures? Is it to be temporary or permanent?

This person was not after a drill at all.  They were wanting to hang a picture for their wife and had been putting it off for months. Items sold included 1 x masonry drill $15, hanging hooks $10.  And the relationship established?  Invaluable. This a client culture.  Where do you think he'll shop next time?

Think about it the next time you buy something - what experience are you having?  What do you have in your business - a customer culture or a client culture?

Do something different, start referring to your customers as clients or guests.  Start training your team to think of people this way in your business.  It will make all the difference.