We all love the grand gesture – the over-the-top gift, being doted on, being shown off, etc. But it is the little things you do every day that make all the difference. Why? We are human beings and we need to be seen for who and what we are. Fabulous statements often ignore the essence of the person because, in part, the statement is about the giver as much as the getter. The daily practice of paying attention to the person across from you and honoring who and what they are is how we see each other. And when we are truly seen by someone we cannot help but feel valued and valuable.
At base, all creative businesses are about relationship. Your clients need to feel not only that they matter to you, but that you get them. If you cannot communicate that you get them, then they will never trust you completely and your road with your clients will be much harder than it needs to be. It all starts with you and your staff being fully present to your clients.
Does a client come in and get greeted by name? When a client calls does the person answering the phone give their name and engage in a brief, but personal pleasantry? Or is it: “Thank you for calling XYZ Design, how may I direct your call?” Do you speak to clients while you are driving? At the grocery store? Or do you take the time to be in a quiet place before you call. Do you send clients messages in text speak? Or do you address them and write out your thoughts in plain English? Do you keep in contact with your clients to let them know how things are coming? Even if it is only to let your client know that you are thinking of them?
If you put all of your attention on the product instead of the experience, you miss the whole point. Your clients do not buy your art, they buy the experience of having you create your art for them. Your willingness to create and maintain a real, personal relationship with your clients is what will drive your business forward. You can and should weave how you want to be treated by your friends and family into the fabric of how your creative business treats its clients. Consummate professionalism is not sterile formality; it is personal connection.
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Love this. There is a huge difference between making individual sales or building relationships that keep clients coming back. Such an important distinction. Thanks for reminding us!
“Your clients do not buy your art, they buy the experience of having you create your art for them. ” This is the true magic, not only for the client, but also for the artist.
I do so love it when you write from your heart Sean 🙂
Love it! Love it! Love it!! Keep reminding us, Sean! I love it!!
This is so true, Sean. The littlest things: promptness to appointments and meetings, answering phone calls more often than not, reasonably quick email responses, thoughtful, provoking questions and genuine kindness… these are things that brides (and other vendors) remember!
I think these are such true statements and could not have been more well-put.
So much is discussed about differentiating your business from others creating the same product and I think one of the simplest ways is often missed–we are all individuals. Let your personality shine through in your relationships with clients and everyone will benefit!