Do you have Raving Fan Clients? Do people see you as the only viable and most trusted resource to fill a specific need? Do others love having you on their team or doing business with you and your organization?
I encourage you to think of a “client” in a broader sense. Think of a “client” as anyone that you serve. This includes your peers, your boss, your employees, your spouse and, of course, the customers who pay you for your services. Imagine for a minute how your value could increase if you were known as the most knowledgeable and most trusted resource by those you serve. [bctt tweet=”Imagine how your value could increase if you were known as the most trusted resource by those you serve.”]
Strengthen Client Loyalty by Meeting Functional and Emotional Needs
In my “Creating Raving Fan Clients Through a Raving Fan Culture” workshops, one of the key concepts we focus on is that you have to do more for others than anyone else is doing and more for others than they expect you to do in order to create a raving fan. In other words, you must meet your client’s needs in a way that nobody else in your space can. You can do this by exceeding both your client’s functional needs and their emotional needs. This weekend I was reading an article in the Harvard Business Review called “The New Science of Customer Emotions”. The following excerpt caught my attention.
When companies connect with customers’ emotions, the payoff can be huge. Consider these examples: After a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40%. Within a year of launching products and messaging to maximize emotional connection, a leading household cleaner turned market share losses into double-digit growth. And when a nationwide apparel retailer reoriented its merchandising and customer experience to its most emotionally connected customer segments, same-store sales growth accelerated more than threefold.
This article documents improvements in engagement ranging from 40% to 70% when we move beyond functionality and focus on the client’s emotional needs. As leaders, we need to connect with people in a similar way. Our aim should be to know and understand those we serve so well that we are perceived as the only viable option to fill their needs. This is counter to the behavior of many people who expect others to understand them and others to meet their needs. The magic happens when we put forth the extra effort to understand our clients and meet their functional and emotional needs. [bctt tweet=”The magic happens when we put forth the extra effort to understand our clients and meet their functional and emotional needs.”]
How do you begin the process of creating raving fan clients?
Pick someone that you serve; start with an internal client such as your boss or your Board of Directors. List their functional needs – the tangible needs of your organization. For example, you may meet their functional needs when your team meets objectives, or it could mean delivering on your financial targets, implementing a new system, managing projects or taking care of the organization’s clients.
Now list their emotional needs. Taking the time to understand which emotional needs are strongest will allow us to meet those needs in a way that no one else can come close to. In our example of the boss or Board of Directors, let’s consider the emotional needs from a leadership perspective. Typically, the leadership emotions that people want to move towards include confidence, conviction, and connection. The emotions people want to avoid are stress, fear, concern and anxiety. In other words, if those we serve experience stress about our relationship, we will not be able to turn that person into a raving fan regardless of how well we meet their functional needs.
In order to create raving fan clients, whether internal or external, we must continuously focus on meeting their emotional needs and functional needs in ways that nobody else can. We must become the first – and only – option that comes to mind when they have a need that fits within our service offerings. [bctt tweet=”In order to create raving fan clients we must focus on meeting their emotional and functional needs in ways that nobody else can.”]
Start today by making that list of the functional and emotional needs of those that are most important to you personally and professionally. Then commit to raising the bar and meeting those needs in a way that nobody else can and watch your value increase as those you serve become your raving fans.
Rise up, step into your leadership and lead with passion.
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Want more information about how you can begin Creating Raving Fan Clients for your organization? Contact Mark today for more information about this dynamic workshop.