Client or Customer? There Really Is A Difference
Some people use the words "client" and "customer" interchangeably or generically. I'd like you to think a little about these important words because there is a significant difference ? one that can have huge impact upon your long-term business.
According to Merriam-Webster:
Client: One that is under the protection of another
Customer: One that purchases a commodity or service
Here's the distinction:
In a client / vendor relationship, the buyer is "under the protection" of the vendor and becomes dependant upon the ongoing care of the vendor.
I think most executives, professionals, and owners of small businesses would benefit from nurturing "client" relationships. That means:
· Communicating that they are under your care
· Being proactive in looking out for their best interests
· Constantly working on strengthening and deepening the relationship
· Giving them your best service and value on an ongoing basis
· Providing value and peace of mind well beyond the commodity value of the transaction
If I am in your care or under your protection and I know it, there is far less likelihood of me defecting to a competitor and far greater likelihood that I will refer others to your care and protection. Isn't that the relationship you want to build? If so, think through your mindset and that of your staff:
· Do you actively protect and look out for your client's well being beyond the value of the purchase?
· Do you communicate your ongoing care on their behalf?
· Do you always give them your best service and value?
· Do your clients feel they are in your constant care?
Building ongoing client relationships means constantly being vigilant to insure you and your staff work to build that "protection / care / dependence" paradigm with every client contact so they can say, "I depend on [fill in your name] for [fill in the products and services you provide]. Customers don't have much reason to stay; clients don't have reason to stray? that's the difference.
Larry Galler coaches and consults with high-performance executives, professionals, and small businesses. He is the writer of the business column, "Front Lines with Larry Galler" Sign up for his newsletter at
http://www.larrygaller.com
