by Rick Baker
On Jun 9, 2011
Why you must give this idea your best thought
We ask people, “What’s the best thing you could deliver to your Clients?”
We hear a variety of answers:
- Top quality products
- Excellent service
- Competitive pricing
- Reliable advice
- Going the extra mile
- A smile
We ask a follow-up question, “What if you delivered a Client to your Client…would your Client like that...how would that stack up against the other things you mentioned?”
We always hear something like, “Our Clients would be thrilled if we did that!”
So, we created a philosophy we call ‘Clients’ Clients’.
Clients’ Clients philosophy:
- Your Clients will be thrilled if you bring them Clients
- But, don’t stop there – do even more
How to put this philosophy to work for your business…
Getting started on Part 1: Your Clients will be thrilled if you bring them Clients
- Start with the person in your organization who loves to connect people to other people…if you want a more-detailed description of the ideal person for this task then think about the Connectors described by Malcolm Gladwell in his book ‘The Tipping Point’ ...this type of person will be able to lead you to immediate success
- Consider the 80/20 Rule…think about your best clients…the top 20% that brings about 80% of the value received by your company…think about how to bring Clients to these Clients
- If your business is B2B then you need to start by understanding your Clients’ business and their desired ideal Clients…just ask them, they will appreciate your interest and they will be inclined to tell you
- If your business is Retail then most of your Clients work somewhere…and the place they work has ideal Clients then go back to the last bullet point
- Once you understand what your Clients’ Clients look like, have your Marketing & Sales people do a little brainstorming exercise…come up with some names of Clients’ Clients whom your people already know. Contact those Clients’ Clients and tell them you are trying to help one of your prized Clients…etc…arrange introductions where win-wins are evident
Getting started on Part 2: But, don’t stop there – do even more
Part 1 was just the starting point. You can do more than providing Clients to your Clients:
- You can provide top-quality employees to your Clients
- You can provide top-quality suppliers to your Clients
- You can provide top-quality advisors to your Clients
- You can do much more than that
You can add value to your slate of products and services by embracing the Clients’ Clients philosophy.
This will help your Clients.
And your Clients will want to help you.
Links to more Clients’ Clients thoughts