One of the keys to building a great client list, is to embrace the following 2 points.
- There is more than one opinion: You may believe you are right, but you have to believe that there is more than one way to look at things.
- There is more than one truth: It may be true to you that cheesecake is delicious, but it is equally true to another person, that it tastes disgusting.
It can be tempting to assume that our own perspectives, are the only valid ones. Now, if you are marketing exclusively to people, who are just like you, you may get away with that kind of narrow assumption. But very few accountants will work only for other accountants, few lawyers will represent only lawyers and just as few fitness instructors will only train fellow fitness instructors.
Respect is essential
If we want to attract clients from outside our own industry, social class, age range or personality type, we need to embrace the right for others to be different AND respect their differences. We don’t have to agree with everything our prospective clients think or inherit their beliefs, but it’s important to respect their right to be different.
In fact, if you want to build a valuable, diverse client list of great people, I believe it’s essential.
Of course, you don’t need to agree with that.
Photo: David Spinks