Do you have customers or clients?
I’ve always referred to my clients as clients, and not customers, because it felt more personal and professional. I intuitively knew there was a difference between the meaning of the two words, but never really looked up the definition. I found this today, from Jay Abraham, and I think it sums up nicely how you should approach your clientele and how you should view your place in your business.
This is from “Getting Everything You Can Out of All You’ve Got”:
Customer….One who purchases a commodity or service
Client………One who is under the protection of another
The difference in the meaning is massive. And there’s a massive difference in the way a person who does business with you could or should be treated.
If in your field these people are referred to as customers, that’s fine. But whatever you call them, always think of them as a client.
What exactly does ‘under your protection’ mean? In this case, it means that you don’t sell people a product or service just so you can make the largest one-time profit possible. You must understand and appreciate exactly what your clients need when they do business with you — even if they are unable to articulate that exact result themselves. Once you know what final outcome they need, you lead them to that outcome — you become a trusted advisor who protects them. And they have reason to remain your client for a lifetime.
For instance, a man who goes to a hardware store to buy a power drill doesn’t really need a drill — he needs holes.
He has a financial, emotional, logical or intellectual need for holes. He might think he wants a drill. But it’s your responsibility to determine the real truth and his real need. Your responsibility and opportunity is not to just sell him a drill. You must figure out how to satisfy his financial, emotional, logical or intellectual need for holes and make sure the drill he buys from you will solve his problem and give him the exact holes he needs.
Or maybe he thinks he wants holes, but when you find out that he needs to insert rods in these holes, you realize that fasteners would work better than holes. So you sell the client some fasteners. You have truly solved his problem.
You have also become a trusted advisor and a friend. And you should think of your clients as dear, valued friends. The concept of viewing clients as valued friends is the essence of the Strategy of Preeminence and the lifeblood of a long-lasting, rewarding and profitable relationship for both you and your clients. And you will learn that the value you provide to your clients and everyone you deal with can be deeper, more meaningful and rewarding than you ever realized.
Hmmm, interesting food for thought. I have often switched back and forth between “customer” and “client” settling on “client” because it seems more professional. I guess I’ll stick with “client” then.
That was exactly my thought process when I read this as well! I knew there was a reason that client seemed more professional.
I’ve always said client. It makes me feel important! LOL!