As a result of a post written by Anne Bachrach in LinkedIn’s Group The Business Growth Network™, I was directed to her blog and even though it was written in June of 2009, it is one of those pieces that will be relevant for an eternity. All I could say was Ditto to others who found Anne’s article spot on. Two sentences near the near the end of her article “What If Your Business Was Truly All About Them?” got me thinking. Anne made the statement:
It’s not an easy thing, being client-centered. But if you’re going to make it all about them, it’s what you have to do.
Those two sentences made me realize that Anne mostly had it right, but there was an additional ingredient which could be included to this stellar piece. It all has to do with the way we think.
When a business owner is client-centered, or what I like to refer as “Client Centric”, customers or clients remember and greatly appreciate the excellent service they received. And we know the influence “word of mouth” has in our business. And in today’s high tech and viral environment, the word of mouth buzz can either make or break a business. Given today’s me, me environment, isn’t it refreshing when “we” come across a service provider who is actually genuine and sincere in wanting to fulfill our needs rather than only interested in selling us something? I certainly found those two sentences in Anne’s article extremely accurate. If there was anything to add it would be people first need to mentally make a transition in their way of thinking – from “me” to “thee.” But what does that mean, mentally make a transition? What transition?
It’s all in how we think when it comes to be about ourselves, about our potential. How often have you heard the term stinking thinking? It all starts out with our thought process, and it’s that thought process which first requires changing; transitioning from one way of thinking, to another.
It’s just like someone who has been obese and wants to not only become healthy, but also look that way. How many times have we seen major success stories after first changing their thinking and believing in themselves, developing a positive mental attitude, and building up their self esteem? It’s the same with being client-centered or client centric. By the way, I really like the definition of “client-centric” as seen in Investopedia.com: “A specific approach to doing business that focuses on the customer. Client centric businesses ensure that the customer is at the center of a business's philosophy, operations or ideas. These businesses believe that their clients are the only reason that they exist and use every means at their disposal to keep the client happy and satisfied.”
Another approach to being client-centered or client centric is by actually considering oneself as being a servant; one who comes from the perspective that they are in business to serve the public, or as in my particular case to serve my clients and customers. Approaching from the perspective of being a servant of people makes being coached by professions like Anne Bachrach much easier, understanding and implementing tasks becomes more accomplishable because mentally the thinking transitioned in becoming more focused on “what are the needs” of the client or customer rather than how can I make a sale. “What can I do that will be of value to them” becomes a habit. Once that perspective has been achieved, implementation of corrected activities becomes easier and attainable.
Now how to get them to that point? That may be the million dollar question… it’s like the old idiom “You can lead a horse to the water, but you can’t make it drink!” The question has to be asked of the business owner, are you coachable? Are you able to transition into becoming a servant, a professional who is client centric, or client-centered? Give it serious thought and then find a good coach to work with you and your business.
