Today, I’m going to explain how the world’s best service providers keep their clients happy, generate valuable referrals and build a great reputation.
It’s all about the difference between delivering what a client wants and delivering what a client needs.
Wants and needs
Think about some of the most powerful commercial logos. Apple, McDonald’s Nike, Adidas, Facebook and Target, etc. All of these designs look super simple. A child could reproduce any of them in a few seconds.
Now, imagine for a moment what happens when a business owner hires a great designer to create their logo. The designer then gets back to the client with a powerful, extremely effective, yet simple design.
Because the client is not a design professional, they want MORE for their money. So, they demand…
- More lines.
- More colours.
- More detail.
- More complexity.
If the designer gives the client what the client wants, the client ends up with a confusing piece of junk.
If the designer gives the client what the client needs, the client ends up with an effective, professionally designed logo.
How to get this right
The best service providers use education, to help the client understand what the client needs.
When the service provider does this correctly:
- The client ends up with what they want and what they need.
- The service provider ends up with a happy client, who has a great piece of work. That’s the kind of client who provides valuable referrals and the kind of work, which helps you build an excellent reputation.
Your clients deserve your very best work. And so do you.