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Elevate Your Service Business: Crafting Unforgettable Client Experiences
Getting and keeping clients is all about one thing: CUSTOMER EXPERIENCE!
We put too much focus on getting clients and not enough on keeping them and gaining more business through their networks. It's like using a leaky bucket to carry water up a hill.
It may get the job done, but way too much work and definitely not the most effective use of resources.
As small businesses specialising in providing services, we MUST CREATE every advantage we can. These 3 points are critical in the client experience:
FIRST IMPRESSIONS.
The sales and marketing process of dating your client begins with that first impression. Whether the potential client comes across your Instagram, LinkedIn, YouTube, website, or physical store, Do your touch points say, 'This is a professional that does business in a certain way'? Is it PERSONABLE? It can be professional and fun or professional and serious, whatever is authentic to your energy, but let's keep it professional, too.
Here are some stats to keep in mind from emailtooltester.com:
"While it is widely accepted that it takes 8 touchpoints to make a sale, our research suggests that in 2024, the actual number of touchpoints before a sale varies between 1 and 50, depending on the prospect’s buying stage:
Inactive customers only need 1–3 touches on average
A warm inbound lead will need 5–12 touches
A cold prospect can require 20–50 touches"
The author of Date Your Clients, Mark Young, introduced a powerful concept. The goal of a business owner is not just to make a sale, but to build a lifetime relationship with the client. This is where the true value lies.
If you're interested in this concept, listen in on our podcast episode with Mark Young⬇️
Now that we've established that we're not in the transactions business but in the lifetime value business, we can begin to think through creating those moments that will land us as an attractive prospect for potential clients.
Can you capture the client's interest at that moment of "Hello"? Whether that's stopping the scroll or having them walk past our storefront just to make a U-turn and come in, what says THIS IS INTERESTING!
Perhaps if you're a coach with a contrarian belief about what helps your clients reach their goals, put it right where a digital or physical passer-by can see it. For example, you believe visualisation is a waste of time (contrary view), and here's what actually works (your point of view). Okay, you got us at hello there! This is just an example to make a point. It's a memorable 1st impression.
It doesn't end there; we've still got to win them over, but at least they've joined our party.
PROMISE OF SERVICE.
We've established our uniqueness in approach and/or appearance in the 1st impression.
What can we do for the Client? They want to know. I'm sure you're interesting enough, but what can you do for me?
This is another opportunity to create a magical moment. What can we do differently? What would make the client feel seen? What would put a smile on their face? How can we put them at ease?
Let's look at a simple example. Perhaps the standard in your industry is to only meet with the client at the next scheduled time, but from client feedback, we know that certain things are important to their success. How about creating a video file addressing those quick wins they can watch on their phone and do on their own until the next meeting?
That simple act communicates we are invested in your success. I think that would make someone feel good.
Always think: What can we do to stand out as high-value in the marketplace?
Another important thing before we answer this question is to understand what the word "value" means to your clients.
Is it the perception of value for money? What they got vs. what they paid? Is it the results they got vs what they paid? Is it the experience they got vs. what they paid? Or is it all of these?
ALWAYS AIM TO OVER-DELIVER on your promise.
"A good name is more desirable than great riches; to be esteemed is better than silver or gold."
POST-SERVICE DELIVERY A.K.A WHAT THEY ACTUALLY GOT
The proof is in the pudding, so to speak. We talked a big game, or at least a persuasive game, but at the end of the day, it's about RESULTS.
Did we deliver on our client's expectations?
If we understood them to begin with how did we do in going above what was expected?
Conduct an exit survey. If possible, let the interviewer be someone who did not handle any of the service delivery. This may be less intimidating and allow clients to be honest. It's also a great time to request a testimonial and referral if we dazzled and shined in our service delivery.
Remember, we're not in the transaction-only business; we want to know how else we can serve them and remain in the relationship.
AND WHEN, NOT IF ....WE DROP THE BALL!
That awkward moment when we drop the ball in a major way!
It's not a big deal. Yup! It will happen again and again, so it's important to establish a process for those drop-the-ball moments rather than fear them or pretend they never happen.
The hallmark of great customer service is painfully true.
The. Customer. Is. Always. Right. (The punctuation is for effect!)
Get in on a plaque and put it somewhere you can see it often. No need to debate this one. For several reasons:
This is their experience, and they paid for it, so let them have their say.
We can protect our ego or we can protect our reputation. I think the winner in that battle is obvious.
And, If we really feel they were wrong let's put them through our process and then reflect later on why this happened. Where they the wrong client match to begin with? How can we avoid this going forward?
Here's the simple process of reconciling our wrongs:
Say you're sorry. Apologise.
Own it. Don't play the blame game. The buck stops with you
React. Rectify the situation, and
Repay them for time wasted. Do something to add some sprinkle to your service delivery.
Yippee! Celebrate the opportunity to make things right with them. Value your clients.
You've heard that old adage: true apologies come with a change in action. Go some extra miles to compensate the client for your dropping the ball.
NOTE: If it happens once, then nothing major, more than once, and we need to create a system to ensure this never happens again.
As I always say, Business Artists WIN in the DETAILs.
Keep it simple and impactful.
If you enjoy this article, please leave a quick heart-ing like. I appreciate your readership. Browse the Faith& Biz Blog for more.
[keywords: Client experience, small business tips, first impressions in business, service delivery strategies, building client relationships, customer satisfaction, exceeding client expectations, post-service follow-up, client retention, service-based business success]
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