How do your clients view you and the services you provide? Are you chosen by your clients? Consciously chosen? Or are you a commodity: convenient, cheap, local?
There’s a big difference and it will reflect in your business and how much you enjoy your work.
Chosen
If you are chosen it is because you deliver something people have to make a choice about and have chosen to come to you for that service. It means there are others like you around and they have dismissed those to choose you and your team. Great work!
But how many do you have like that? What percentage of your business is through client choice?
It makes all the difference in your work.
If you have clients that predominantly choose you the relationship is completely different.
You are an advisor, a confidante, a friend at a professional level. All of a sudden the relationship is two-way. Give and take and you get a lot more than just a paid account – understanding when you’re running late, referrals through word of mouth of similar grade clients and a growing reputation in the industry – “you just have to go and see so and so, they are the best!”
Commodity
Being a commodity means there is predominantly no reason why people come to you. Cheap? Easy? Convenient?
What about the effort you put into your clients? Is there anything that makes a real difference?
Or is it a bit like a fuel station? Any one will do if I am low on fuel?
Then consider this: you get the same as the chosen professional but at a different level.
You also get referrals from similar value clients, but if they are not the value you are looking for, that creates a downward spiral in your business and job satisfaction for you.
If the nature of the relationship is “the cheapest supplier when I need it” well, you know how that will turn out.
Making a difference
But, just like a fuel station, if I get great service or something unexpected when I pay for the fuel, I may just remember them and make a point of returning.
Also, a professional service is far different to a fuel station. Can you compare a retail, customer service officer to a professional physiotherapist with a degree, hours of CPD and a significant interest in a patient?
The only way to answer that is: It is all in the mind of the client. If they say it’s not that important – it isn’t.
Okay, tough to swallow but those who want to develop, grow and deliver on the promise will take up the challenge.
What do you need to do to be more chosen than commodity?
Think of one thing. One.
Do that.
