From Transactional to Transformational: Want more clients?

Fall in love with your client?

Isn't that a bit unrealistic? Cheesy, even?

Maybe. It does seem a bit...strange...? Or is it simply too...modern? And what does falling in love with your clients have to do with attracting more clients?

Times are a-changing, friend.

From Transactional to Transformational

The way we do business has become far less transactional. Our customers want more than just our product or service. They want a relationship.

They want to feel valued...even vital.

And while it's easy to say "fall in love with your client," this may not be intuitive for everyone. So, I've come up with 3 steps that can help you.

1. Create barriers

2. Do the research

3. Communicate, communicate, communicate

Create barriers

Create barriers? I thought we are supposed to open our hearts!

True. Loving means opening our hearts. But to do that, we have to close a few doors first. Think about it. Would you marry just anyone? Or did you have to (or are you in the process of having to) say "no" to a whole lot of frogs before finding that special someone?

The best way to create a barrier is to have onboarding questions that qualify your prospects—an application process or a simple survey or questionnaire.

Find out:

• How do they work with others?

• What are their values?

• Will serving them feel as good as collecting the pay?

• Will selling them your product be as good for them as will the pay you receive from them is for you?

• If you're B2B and they have customers or clients: will your service to them or the goods you sell them enrich those end consumers? And...

• Can you get behind their product or service (again, if you're B2B)?

These should get you started. Once you have these answers, you can start to get a feel for how you and your prospect might get on.

Do the research

"Create a list and read it over and over. Read it until you feel their pain. Read it until you have ideas for how to reduce their fears. Read it until you can't wait to help make their hopes and dreams come true."

Find out their pain points, their fears, their hopes and dreams. But don't just write these down and forget about them until it's time to write a sales page or social media post or blog.

Create a list and read it over and over. Read it until you feel their pain. Read it until you have ideas for how to reduce their fears. Read it until you can't wait to help make their hopes and dreams come true.

If you're helping them solve a problem, make excuses for them and justify their complaints just as you might a bestie. Take their side! Always.

Communicate, communicate, communicate

Communication is critical to client satisfaction. It's also the #1 way to deepen our feelings.

I have a client that I worked with for a while. I was managing his HARO account by pitching to queries sent by reporters in his stead. Once he stopped the service, I was no longer obliged to send possible queries his way.

Guess what? I still do. Yup. The other day, I'm going through this list of queries and I'm in a hurry and I see something that is right up his alley. (As I mentioned, I'm in a hurry.) But that doesn't stop me from taking a few minutes to copy the query and send it his way.

Why would I do that?

Because I love him and his service and continue to help when appropriate. So, I keep him in my communications as needed.

Communication is critical to client satisfaction. It's also the #1 way to deepen our feelings for them.

• First, find out their preferred method of communication. Is it text? Email? Old-fashioned phone call?

• Then, be sure to use it. When you think of them, reach out. When you see something that might benefit them, forward it. If you like their post, well, then like their post! When you hop on the phone or a Zoom, take time to shoot the breeze, but don't just do it because experts say to. Really listen. Get to know them. Find ways to laugh.

• Finally, in the event of a conflict, handle it professionally and with all deference. Be quick to apologize and fast to forgive. Look for ways that you can make up for mistakes. Know that they will most likely make mistakes, and be ready to handle those.

And there you have it! The three actions I take to help me fall in love with my clients. Now, I do this because it feels right. Think about it, when you're in love, you give your all. 100,000,000%! You wake up thinking about the source of your affection and lie in bed thinking about them. You think up ways to please them, surprise them, support them.

For your clients, that's all we're asking you to do, lol.

And while I came to this with no ulterior motives, I did find enormous benefits, like the fact that this type of client love makes working for or with them so much easier! And, as the title suggests:

The more you fall in love with your clients, the more new ones are attracted to you. At least it's been this way for me!

What About You?

Are you in love with your clients?

Can you get behind their dreams?

If you're B2B, can you fall into love with their clients?

What might be your biggest hurdle to falling in love with your client? 👇

Do you make time to laugh with and chat with your client?

Let me know in the comments! 👇

Carrie, author of the brand new Quiz: How Likely Are You to Finish Your Book When You Can’t Write?

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First appeared in LinkedIn Articles: From the Desk of Carrie Glenn