All that glitters

When it comes to marketing your business, most business owners are guilty of focusing too much on finding that next ‘big’ client, you know, that ‘elusive’ golden client – the ‘cash cow’, the ‘dream client’.

In the pursuit of said ‘golden client’, most businesses commit the cardinal sin

of killing the ‘golden goose’ in the process. That’s to say, they lose focus on their regular ‘joe’ customers (who once upon a time were the original golden clients). The result? Customer service inadvertently drops off and existing ‘loyal’ clients feel ignored, if not alienated.

As a consequence the relationship is strained, promises are broken, deadlines are missed, words are exchanged and then regretted and finally trust is forfeited. Yes, its ‘goose’ for dinner with all the trimmings.

You can guess where those once valuable clients will go can’t you?

The solution? Remember the old saying, ‘All that glitters ain’t gold?’

Focus on adding value to your offering and delivering on your ‘wow factor’ (more on this in the next post) because that’s what keeps your regular customers coming back, it’s what will also attract new clients through referrals and having an effective marketing strategy in place. Critically it’s what will differentiate you from your competition. (Of course we’re assuming you actually like your regular customers here? 
– but that’s a whole other blog).

If you can keep your focus on delivering and listening to your clients wants and needs (know the difference) then, believe me, your customer relationships will thrive and that magic dynamic between both parties will ‘just work’.

And we should all know that feeling when it all just ‘clicks’ together with client’s right?

Oh, and that shiny brand new golden client? Don’t get blinded or sidetracked by the glare. Chances are they may not be the golden client you once thought they were. Its vital that you qualify them out first! Once you get up close the ‘gloss’ may wear thin and you notice some serious Photoshopping work has been done – if anything it was all in your own mind.

Look past the glitter, ignore the gold, focus on quality and on delivering your unique form of ‘gold’ for your regular customers.

Good luck everyone in Mastering your Marketing!

Jamie, Your Marketing Man, signing out…