I have some extraordinary clients. I would like to think that I do a good job of expressing my gratitude to them—not only in words, but in how I work with them. My Mom used to always say to me, “Actions speak louder than words,” “Walk the walk, don’t just talk the talk.” I assume now that I am a mature professional (no laughing please), I have it under control.
But, that doesn’t mean I’m not above continuous learning. I learned a great lesson from one of these extraordinary clients about how actions sometimes scream so much louder than words.
Here is what you need to know:
- My client is part of a HUGE organization. One of those organizations that everyone wants on their resume. (I know, it makes me happy!)
- The vendor had all of my client’s business. Probably upwards of $250,000 of annual revenue. I don’t care who you are, that’s a nice piece of biz!
- The vendor made a pretty major mistake. Apologized. Proceeded to make the exact SAME mistake again within a couple of months. OOPS.
So, there’s the background.
Shortly after the second “oops,” my client was asking for contributions to the company’s holiday party from all of their valued partners. Of course, they asked this particular vendor to help them, as well. Look at the 3 points above, really look at them.
Okay, now that you have the background clear in your head, what do you suppose they contributed—electronics, trips, major $$ gift cards? Nope, you’ll never guess. They donated 2 cookie platters—nothing fancy, not even with cookies, just the platters.
Is it me?
Here is the lesson (in case you haven’t picked up on it already).
- My client isn’t about being bought by vendors. I don’t want you to miss the point. What he is about is feeling important and valued. Cookie platters don’t cut it.
- You can say “thanks” and “I’m sorry” until the cows come home. Do you say them with the intent that lets your client know it’s from your heart and not because it’s what you’re supposed to do?
- PAY ATTENTION!!! Don’t make your clients a “to do” on your task list. Think about them often. Care about them. Be generous with them if you value them. This doesn’t necessarily mean in dollars. Be generous with your brain power, your time, your gratitude and appreciation.
{ 6 comments… read them below or add one }
Is it me…or is that about 90% of professional sales in a nutshell?
If they have a holiday party next year, call me and I’ll fund the whole part for that $250k wort of business
@Mike No kidding! Don’t even get me started. I think this is about 90% of the population in a nutshell. I know that I have to constantly remind myself to appreciate everything around me. We are so fortunate, we tend to take a lot of things for granted. Thanks for the comment and the offer.
Hey Brooke,
What a lovely post–great example that illustrates a great truth. In whale hunting we call this part “celebrate the whale” — show your customers how much you appreciate them in ways that are visible and meaningful (not necessarily expensive).
This reminds me of a relationship where one (or both) parties have grown apart and begin to run on autopilot. Instead of facing the truth with gut-wrenching honesty, the parties involved go through the motions, until something (often thoughtlessness) breaks the proverbial camel’s back.
It takes a real sense of abundance to fire a client who’s a pain in the *ss and a drain on profitability, but it requires more than that to break up with a marquis client who pays his bills on time. Business is still LIFE — circumstances, goals, and priorities change. As professionals, we have to tune into that and give each other the respect of easing out of a client-vendor relationship that is no longer mutually beneficial. It certainly involves more than sending a platter with no cookies! Thanks for sharing, Brooke!
Kelli, so true. Unfortunately, I think the vast majority of people think that they can and should separate their work / business life. Life is. Thanks for taking the time to comment.
Barbara, thanks for the comment. It kind of makes me think of men and gifts. They think the more expensive the better. Women know, the more heartfelt and personal the better. We all have things and people to “celebrate” everyday.