Customers vs. Clients – Do You Know the Difference?

I’d like to talk about a way to conduct your solo business online that will bring you all the profits and business that you can handle.

What I’m speaking about has as much to do with your mindset as it does about your strategy or business system of operating.

If you will adopt an “MO” (a method of operating) that includes what I’m going to describe here, your business will automatically be differentiated from your marketplace competitors.

You will have a unique and wholly creative business that your clients will love and clamor for.

What I’m talking about has nothing to do with your chosen business niche, per se.

This model can be implemented in any niche market, with any product or any service.

In addition, anyone can adopt this business mindset as it is totally age, gender, culture, education, and experience independent.

Have you guessed yet what I’m talking about? Yes, the title of this post should have given the secret away.

First, let’s go to my huge Random House Webster’s Unabridged Dictionary and look up the definition of a customer.

Here it is:
cus-tom-er, n. 1. a person who purchases goods or services from another; buyer; patron. 2. a person one has to deal with; a tough customer; a cool customer.

It’s pretty easy to gain customers for your goods and services.

All you have to do is sell something – that’s it!

Once a person buys from you, they are automatically your customer.

Nothing else is needed.

No relationship exists, other than they have given money in exchange for a good they wanted.

Anyone can do this! Most businesses would prefer to have as many customers as they can generate.

It’s a simple and easy business principle.

Really nothing further is expected of customers.

Yes, your customer can buy from you over again if he decides to, but there are no further expectations or contracts to continue your relationship at this point.

Every one of your customers is free to keep purchasing from you or look elsewhere if he/she desires.

There are no strings attached.

Now, let’s focus on clients.

What is a client?

Here is Webster’s definition:
cli-ent, n. 1. a person or group that uses the professional advice or services of a lawyer, accountant, advertising agency, architect, etc. 2. a person who is receiving the benefits, services, etc., of a social welfare agency, a government bureau, etc. 3. anyone under the patronage of another; a dependent. 4. a person seeking the protection, guidance or influence of another more prosperous or powerful.

I hope the distinction between customers and clients is becoming abundantly clear.

If you take on clients, there is the expectation (understood by both parties or not) that you are going to develop a relationship with them that will be in their best interest. You are committing to protect, guide and influence them in whatever subject you are teaching.

So what does this distinction mean for the business owner?

Here is my take on it:

I want people who come to my business to see themselves as clients rather than customers.

I want my clients to know that I will do my best to give them advice, counsel, products and services that will be in their best interest – not necessarily mine.

I welcome my clients to open a dialogue with me – to enter into a personal relationship which includes open and frank discussions about the subject of my business.

I welcome their suggestions, ideas, experiences, and especially feedback in the niche.

I will give them my personality, wisdom, and experience as it applies to the subject so they can understand my passion and qualification for being their teacher, coach, and mentor.

I will never purposefully lead them astray and I will always give them the guidance that I feel will best help them become successful in the niche.

Can you understand how the customer/business owner model of small business is so different from the client/mentor (coach) model?

Now I’m not going to get caught up in semantics. You can call clients “customers” if you want.

Some will call them “friends of my business.” Clients could be called “students” or “pupils.”

The important point is, the folks that come to your business for help can be treated like faceless customers who buy and are never seen again . . . OR . . . you can use your effort and influence to treat them as clients – people who are there for tutoring, guidance, and coaching by one who has great influence, power, or experience in the niche.

It doesn’t matter what kind of business you have or what you sell – you can develop the mindset that everyone who walks through your business door will be treated as a valued client.

One more thing . . . if you decide to take on clients, there is an expectation that you can deliver something to them that the general public doesn’t have – specialized knowledge and skill in the niche.

Yes, you can learn this quickly, you can find it in other people that you work with, or you can organize and present the accumulated knowledge of other experts on the subject.

But somehow, you have to be able to give credible guidance and advice to people that rely upon you for direction.

As the owner of a business, you have the choice to go after one time customers or loyal clients.

Certainly, the client/mentor model demands much more from the business owner – that’s why very, very few owners ever accept this role and business model.

But think about the significant advantages of this type of business:

– Wouldn’t this kind of “TLC” really set your business apart from every other competitor in your niche? Truthfully, how many businesses can you think of that are personally concerned with the customer/client?

– Wouldn’t you be able to charge much more for your products and time if you give this type of personalized assistance? By all means.

– Wouldn’t your clients be much more likely to buy your products without a lot of hard selling on your part? Of course they would.

– Wouldn’t it take far fewer clients in order to keep your business humming? Yes, most definitely!

The decision is yours, and yours alone. I would seriously encourage you to step outside the norm and consider this unique and fulfilling business strategy.

To your online business success,

Steve Browne

www.stevebrownedirect.com