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Secrets to Success John-Paul Micek |
One word can
change your businessCan one word really improve your cash flow, increase the lifetime value of your clients and change the attitude of your entire team?
It may seem like a stretch, but it's true. As a matter of fact, this one simple replacement word can change the entire culture of your business. I've seen companies diligently apply this one word and benefit from a 32 percent improvement in annual re-purchases.
So what is this simple word?
Stop using the word "customer" and start using the word "client."
What makes this one word so powerful is that the common definition of a "client" is a person who has their needs met by a professional. In contrast, a "customer" is just considered a person who's buying something. The word "client" creates an expectation of a lasting and professional relationship. Not so with the word "customer." It creates the expectation of a single sale.
Just think what your own impression would be if you hired an attorney, and while visiting the office you notice that you're referred to by the staff as a customer, instead of client. I know what my reaction would be, because I've had this happen to me. My immediate impression when I heard the term "customer" instead of "client" was that this so-called professional only cared about making money -- and more importantly, they just didn't seem "professional" anymore. That one word shaped my entire perception of that attorney and the way he viewed his business.
Understanding the difference in these two words and practicing this simple change will help you create dynamic shifts in the way your business is perceived. Whether you own your own company or you're a member of a company team, your income comes from one source: the people who invest in your company through the products and services you provide.
Do you want those people to feel like "buyers" who are being sold something? Or do you want them to feel they are in a relationship with a person who wants to understand and meet their needs?
Think about it in your own life. Which businesses do you have long-term relationships with? I'd be willing to bet it's the companies who make you feel that you're in a professional long-term relationship where your needs and desires are understood, and met.
The words you and your team use to identify people who are investing in the products and services of your company is key to determining how they're treated. Understanding the powerful impact that words have and practicing this simple change will help you and your team internalize a new way of thinking about the people who make staying in business possible -- your clients.
Give it your all and focus on this change for just 30 days. You'll notice that every person who walks through your door, calls your company on the phone or places an order will be positively impacted by this change. And if you want some really powerful results, diligently practice this for three months and you'll begin to see measurable improvements in your bottom line.
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John-Paul Micek is a small-business strategist
and chief operating officer at RPM Success Group.
Reach him at JPM@RPMsuccess.com
or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer
of RPM Success Group, is a business success coach
and life strategist. Reach her at DCM@RPMsuccess.com
or (888) 334-8151.
