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Last night while my wife and I were watching ABC’s 20/20 tribute to Whitney Houston, I was reminded of something from long ago.
I remember life BEFORE Whitney Houston (wow, that’s dating myself)
Watching 20/20 jogged my memory back to the first time I remember hearing her sing–the 1991 Super Bowl. I was at a friend’s house for a party and everyone was gathered in the living room. As she sang The National Anthem the room was transfixed. My friend Mike, a professional musician, broke the silence with “That girl can sing.” And we all agreed.
At that moment the country, and the world, was in love with Whitney. Flash forward twenty years and ask me what I think when you say “Whitney.” The first image that jumps to mind today is E’s The Soup. It’s a picture of a drug-crazed lunatic shouting “Kiss My ASS!” I have long forgotten the girl in the red, white and blue track suit and I’m guessing I’m not the only one that has lost track of time.
Your customers are losing track of you, too. They want to know, “What have you done for me lately?”
Most customer relationships start out on a ‘National Anthem’ high, but over time many businesses don’t show the appreciation. They don’t give the ‘new client’ discount. They don’t say ‘thank you.’ …they subtly say “Kiss My Ass.”
As a small business owner, I remember all the good things I’ve done for my clients and I forget the uncomfortable. I’ve learned that most clients think the other way around. I’ve also learned that they will remember what happened Monday or yesterday or this morning, but have forgotten events from four months ago. They most certainly don’t keep track of the great deal I gave them on their first project, even though I do.
As humans we have short memories and this can work to your advantage. Always leave you customer’s last impression of you a positive one. When you fix a problem make it memorable by doing something nice and unexpected. Have a customer appreciation sale or day. Let them ‘in’ on something behind the scenes that others don’t know about. Generally, treat them like it’s the first time you met.
It takes a lot more gas to get a car up to 60mph than to keep it at 60mph.
Finding new clients is time consuming and expensive. Building rapport and getting them to trust you is even harder. Your existing clients have already jumped those hurdles. There is no easier business to get than repeat business. Your current customers are also your marketing team. By keeping them excited about your business, you create raving fans that do your selling for you. Again, breaking down those barriers to trust.
So, keep your clients smiling – don’t make your lasting impression a drunken rant.
Remember, as my musician friends say — You’re Only As Good As Your Last Country Hit!
Can you relate? What experiences have you had either as the business or the customer?
