As the world becomes even more competitive, it would be appropriate to spend time with employees who represent your business to explain what a client is and why it is important to have clients, rather than customers.

A client is someone you know. The client knows you. What system or plan do you have in place to get to know your clients? How often do you speak to clients?

Customers require immediate service and may not return, a client relationship takes time and effort, which is paid off in return and ongoing business. How much time do you invest in client relationship building?

A client is part of your business on a regular basis, this means communicating on a regular basis by telephone, fax, mail, or in person. How much time do you spend actually face-to-face with your clients? Isn't that the most valuable investment you could make in any relationship?

Listening to a client's needs or explanations is important because it shows you care and are concerned. How much do you listen? How much do you talk? Is it all about them - or is it all about you?

A client means having information about their requirements or needs. A client's personal information such as birthdays, special occasions, and other significant times in their lives indicates interest. Harvey McKay's book "Swim With the Sharks" has an excellent primer on what you might want to know about your clients.

Customers receive generic brochures or information. This is impersonal and does not bring anything personal to the relationship. Calling a client about special discounts or information pertinent to their needs establishes trust and interest. Do you regularly share information with your clients about those things that will affect them?

When you actively pursue a relationship with a customer, they can become a client that will call you for something without being pursued. How often do you encourage your customers to call you for information or assistance?

Let your client know they can contact you or someone in your organization for any problem or need -- make it more personal; let them know that you are available for them. Do your clients know how to reach you? Have you made it easy for them to contact you?

Clients will refer others because of their relationship with you. Despite all the media channels available today, word of mouth remains the best advertisement.

What are you doing to encourage positive word of mouth for your business?

© Ken Keller, Star Business Consulting