The Desert of Arizona
Clear 58 Degrees – 7:16 a.m.
Some business leaders say the customer is always right. Maybe that’s so. I don’t know. I don’t want customers and I’m not so interested in dealing with them.
I want clients. Whether that client invested $97 in a downloadable pdf or they invested $100K in a custom made client attraction system doesn’t matter as much as the structure of the relationship BY WHICH that exchange was supported.
The relationship is one where I take the role of the fiduciary. Fiduciary basically means you are always doing what is in the best interest of the other party.
The agreement you make with a client isn’t one of “happiness” or “satisfaction.” Those often happen, but the bar is much higher. The focus is on effective impact-real progress.
To deliver impact like this often involves telling people things they do not want to hear.
It often involves recommending actions people don’t want to take.
It often involves employing new ways of thinking people would rather not entertain.
Do you want customers or do you want clients?
You can build a business with EITHER one. But HOW you go about it is very different depending on which type of buyer you choose.
One more thing: there are FEW people who would choose the path I’m recommending. That means, there’s plenty of room for YOU to shine as the Incomparable Expert in your space.
The choice on the table is whether or not YOU will be the person to fill that position.