A client is a wonderful thing. Historically, I’ve really liked having clients and I imagine you have too. But having clients can be a disaster these days. Here’s why…

Somewhere along the way, the definitions got mixed up. Incidentally, you’ll probably find the more that you read through this blog that definitions are important to me - imprecise definitions lead to imprecise thinking. That can be dangerous stuff… but I digress.

People keep coming up with different nuances and interpretations of what a “customer” is or what a “client” is. The challenge is that all of those definitions seem to orient around the transaction. A client might be someone who does all of their business in a specific product or service category with you. Or they might be someone who does business with you every month, or every week. The point is, it’s oriented around the transaction. But if you want to really grow a professional services business, you need to take your eye off the transaction and put your attention on the person you’re dealing with. You have to focus on the relationship.

If you swapped out the word “client” with the word “relationship”, you might notice some real differences in your business. For example, a relationship is often powerful because common values are shared. They are often powerful because there is frequent contact. Relationships are strong when everyone is being authentic and “real”. Relationships are lasting when they are oriented around everyone’s best interest. Real relationships are “in exchange” - everyone gains from them.
Start thinking about creating new relationships, not getting more clients.

Be outstanding - Chris Venn