Client Success Stories
Samantha,Let me say thank you again for helping us get this product moving….the email you helped us develop was just sent out and within 5 minutes we had our first new customer call…
- Ted Grace, President
Integrated Claims Management
"Samantha pointed out my strengths and confirmed the uniqueness of what I do for people. This helped build my confidence as a business owner and as an artist. She helps us with specific marketing projects and we bring her in an on annual basis to assess our business." - Amy Carper
Carper Creative Photography
"Samantha Hartley is a ball of fire. She's brilliant . . . a marketing genius in ways that are true and whole. She takes a holistic approach so it's not just about 'getting more.' She helped us clarify our vision and identify our target audience so that our marketing efforts are more focused. You can't afford not to call Samantha."
- Kristie Rosset, Owner/Innkeeper
Lookout Point Lakeside Inn
Stop Working With the Wrong Clients
A few years ago I was working with some clients on their brand promise, the value they promised to give their customers. I repeated it back to Carol, the co-owner of a service business.
"No! We can't promise that!" she gasped.
"Why not?" I asked. I was confused, since she had just told me a story of how this one activity had helped many of their clients. "This is something you do, isn't it?"
"Well, we do it if they need it," she said. "But, I'm afraid if we promise it to everyone, we'll get taken advantage of."
AHA! The Truth and with it, a Lesson:
You Cannot Deliver Your Full, True Value When You Work With the Wrong Clients!
This isn't a service issue or a brand issue; it's a client management issue. If you are working with people who don't honor the value you give them, you may BE taken advantage of.
Monday I met with an interior designer who claimed a price change was having a terrible effect on her business. Because price is one of the main ways we communicate our value to our clients, we discussed it as a marketing issue.
She found one of her clients was interfering in her work and trying to do parts of it herself, seemingly to save money on the designer's hourly fees. I quickly realized that, once again, it was not a pricing or marketing issue, but a client management issue.
My advice here will echo what you may have read in my article, "14 Unenlightened Marketing Mistakes":
Stop working with the wrong clients!
Life is too short, and your business too important, to continue to work with those who are less than a joy to work with. If it's too difficult to outright fire them, begin to phase out your work with anyone who isn't a great fit for your value.
How to identify a "great fit?" These customers are evangelists for you; they appreciate you so much that they just have to share the good news about your services with others.
At a minimum, you and they both recognize that your product or service solves their problem, and they are quite willing to pay your fee for the solution.
Start working with the right clients!
I leave most of my meetings with a big smile and light attitude, because I just love my clients. The difference between now and my start-up days?
Well, besides the fact that I'm prosperous enough to be selective, the real difference is that I know exactly whom I want to work with, both demographically and psychographcially. That means I've made a list of qualities and ...
I Only Work With Perfect Clients
Issues arise, occasionally, even with those who meet all the criteria on my perfect client list. That's why I've gotten better at noticing issues and pointing them out right away.
Teach People How to Treat You
Many of us are conflict-avoidant, and I'm no exception. Those confrontational talk shows make my stomach ache!
However, I know that I can easily avoid confrontation if I'm willing to address minor issues immediately. Better yet, I go through my expectations of how we will work together before someone even hires me.
One of my clients sends a list of conditions to her clients before the first meeting, but I've encouraged her to review it, line by line, with people before they begin. That way you know it's been read and understood by all.
When you work with perfect clients:
- Your brand value increases: It's easy to deliver more of your value when the recipients need and appreciate that value.
- Your work is a joy: What better feeling than facing creative challenges together with clients who are open to your ideas, suggestions and solutions.
- Your business grows organically: Imagine the money you save on advertising and marketing when your own customer base is communicating your value to others on your behalf. Happily, perfect clients tend to know other perfect ones too.
What's stopping you?
May you be ever more appreciated by your clients!
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©2007 Samantha Hartley. All rights reserved.
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“By Samantha Hartley of Enlightened Marketing. Enlightened Marketing helps socially responsible and values-driven business owners to start up, operate and grow more consciously and effectively. For more ideas and inspiration, tips and techniques, advice and strategies, visit www.EnlightenedMarketing.com. You really can increase sales without selling out!”