CUSTOMER OR CLIENT? When and How Did Your Customer Become Your Client?

From Webster's concise edition.

Customer: a person who buys from a shop or business, esp. regularly.

Client: a person who employs another professionally; a customer.

Clientele: clients or customers.



In my company, we are constantly contacting prospects to sell promotional products. Hopefully, some of those prospects will become customers. From the definition above, those customers will or should become clients when we get to know each other and build the trust to become their promotional products expert or professional.

How many times have people said, 'okay, here's what I want, you go ahead and design or make or do it, "you're the professional" '.

Well you are the pro at what you do, if you have a drycleaning shop or a flower shop, you are the pro, people come in and trust you to do the job correctly so they will look good when they get the finished product. If you perform well, they will probably come back.

All we really want is for people (customers) to come to our store, be it virtual or brick/mortar and trust us to do our job. We are the professionals of our industry.

When that happens we have clients rather than customers.

Now we have to treat our Clients as Clients.

• Make it easy for them to deal with you.
• Remember their name, business and some details. (read their credit card if need be)
• Build relationships with small talk.
• Be friendly, helpful and fair.
• Offer new product ideas and share upcoming changes to your business.
• Ask for their advice in areas you think may be helpful to you.
• Train your staff to do the same as you do.
• Show client/customer appreciation.

You can't rest on you laurels just because you have some faithful/loyal clients. You must try to convert all you customers to become clients. Let them all see your professionalism and friendliness.

As it is anywhere, there will always be people that just come for the Bargain, Price, Location or Availability. They are just customers but treat them well and always consider them as possible clients.

Build your Clientele database and use it to contact them for special events or special information. Your clients will appreciate the effort and it will keep you close to them.

Whatever your product or service, constant networking within your own clientele list will expand that database through word of mouth.

Promotional Products are one way of keeping in touch with people when they are away from your shop. It may be a key tab, pen or a shopping tote bag.

My name is Rod Winning,

My company is Winning FairWays Inc. Promotional Products for Success

rod-fairways@hotmail.com www.winningfairways.com