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One of the most important lessons in marketing, is to understand that none of us have any clients or customers.
In other words, the client relationship is not ours.
We have to earn the privilege of providing a service to our clients… and then keep looking for opportunities to re-earn it. This means consistently looking for ways to deliver more value than they expect. And determining that an outstanding service is our absolute base line, our bare minimum, and never offering anything less.
Pure marketing gold dust
Only by accepting that we have no clients, can we avoid complacency and operate at our very best. And by operating at our very best, we become not only invaluable to our clients; we also leave a trail of outstanding work that inspires client referrals.
Think about it.
- Massively higher client retention than others in our industry.
- Far, far more client referrals than others in our industry.
It’s pure, marketing gold dust. A robust, unstoppable way to grow a successful business.
As I have said many times before, everything in business is marketing. This includes the quality of the service you provide to your clients, and your absolute commitment to their success.