Jim's Marketing Blog

Marketing ideas to help you grow your business

Be more interested in your client’s success, than your fee

There is a powerful success factor behind every great business, which you can implement starting today.

It can be summed up in just 4 words: It’s all about them!

It’s all about them

The most successful business owners have figured it out. They know that their success is always going to be an extension of what they do for their clients. So, they consistently look for ways to be of greater value.

In short: They are more interested in the success of their clients, than they are in their own fees or prices.

Why the me, me, me approach doesn’t work

The least effective business owners are focused on what they can get from their clients or customers.

  • They talk about closing the sale, rather than opening the relationship.
  • They talk about up-selling, rather than upping the value they provide to their clients.
  • They focus on what they can get, rather than what they can give.

That approach comes across in everything they do. As a result, their client retention is poor and they get few referrals from their clients, because we don’t recommend greedy, self-obsessed people to our friends.

Some ideas for developing the ‘them’ approach to business

It starts with an understanding that it’s all about what you do, not what you say. Every business owner claims to be client focused. So, you need to demonstrate that you are passionate about the success of their business.

For example:

  • Keep in regular contact and if you find they have a problem, offer to help.
  • Help them make connections. Think of people you know, who you can introduce them to… then do it!
  • Take a little time out every day, to help one of your clients in a way they were not expecting. This can be something as simple as sharing a useful blog post or newsletter article.
  • Find something valuable, which has a low delivery cost to you. Then add it to the service they receive from you… at no extra cost.
  • Keep your promises. Surprisingly few service providers can be totally relied upon. Become one of this rare group and your clients will notice (and tell their friends).

As the late Zig Ziglar used to say: You can have everything you want, if you will just help enough other people get what they want.

PS – I recommend you read this: How To Build a Massively Valuable Business, using a More Human Approach.

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  1. Jim,

    I’m a first time commenter.

    I would add sending thank you notes. People love to get a handwritten thank you note.



    • Welcome to the blog, Evie.

      Thank you notes are great to give and receive. Thanking a client or customer, to let them know you appreciate their custom can be really powerful.

      Thanks for the suggestion.

  2. Isn’t that the truth Jim? Put the clients needs first and the rest falls into place.

  3. You are right Jim. If client is satisfied, we can expect more jobs from him/her or else concentrating on the pay rather than the work downgrades the reputation….

  4. Jim,

    All your suggestions are excellent but my favorite one is to meet customer expectations.

    I know the importance of this one first-hand as a customer.

    Take web designers, for instance. Many of them talk a good story but consistently miss promised deadlines. They miss by a few days so regularly that their clients don’t consider them to be late, just at their usual pace. The service provider also expects to be late and doesn’t update the clients as the deadlines are missed. The clients come to think of this as typical for creative people.

    Many clients will put up with this because the work is done well and they don’t expect the next person they find to be any better, and the next one may be worse.

    While clients may be resigned to everything taking longer than expected, they may also leave suddenly if they happen to find a service provider who is more responsible and timely.


    • You make some great points there, Diana.

      Exceeding client’s expectations works for everyone: They get a great service and you retain a very happy client.

      Thanks for sharing your insights. I really appreciate it.

  5. Great advice here Jim. I suspect that this is how business was conducted by previous generations, one wonders what went wrong that it all fell apart?

  6. Give customers the assurance that you are prepared to go the extra mile. Business is so competitive these days, one can ill afford to be complacent.

Comments are closed.