Personalize Your Client
Show Your Heart and Stay Memorable
Yesterday the world watched Neil Patrick Harris host the Oscars and of course, we compared him to Ellen, Billy Crystal, Whoopi and Bob Hope. Entertaining the world must be tough. Especially when the critics and talent are sitting yards away. I can’t imagine a tougher crowd. Makeup artists, comedians, writers, producers and talented actors with varying degrees of patience sat and watched along with the television audience, wondering what Neil Patrick Harris would do to keep us interested. He tried pretty hard. He joked, he laughed, he sang, he even had a mystery box with his Oscar predictions and several tuxedo changes. Finally, in a playful nod to one of the featured films or maybe in a desperate attempt to make an impression, he took everything off and stood almost completely bare in front of the world. So human and personal. No Darth Vader mask, no shield, no interstellar rocket mist, no thick plastic makeup or special effects. Just Neil in his briefs, putting his heart on display. Though unorthodox, strange and over the top, it was definitely memorable. Particularly, if you haven't seen the Oscar winning movie Birdman.
Which reminded me of our client. He's is waiting for you to arrive and he’s not expecting much. He’s waiting for a lot of talk and a big close. He’s also worried that he might be facing someone stupid and boring. (Some clients have been known to be judgmental.) Anyway, this one is not looking forward to wasting time and probably wants to get the entire business over as fast as possible. In other words, this client is as scared as you are but for different reasons. With years of experience, he has tons of talent, responsibility and money. He can fly anywhere he wants to fly, whenever he wants to get out of town. Though smart and rich, he may not have freighters full of patience. To him you are like Neil Patrick Harris or just a guy or girl trying to get his attention and money.
You can have a great product but you still want the client to remember YOU. In the past, you've asked about the kids and the client smiled. Good start but anyone can be nice. What can YOU do to be memorable? How can YOU get the client to think of YOU as a human being instead of just a face from another company?
NO! Please don’t take off your clothes but show you’re human by relaying something honest and personal.
For example: The subject of weather comes up and the client says something about the snow. YOU say, “Reminds me of when I had to shovel the driveway as a kid. Dad slipped on the ice and I spent an entire winter shoveling.” After that statement, the client might ask where you’re from and a small amount of chitchat might ensue. If not, there’s still time to garner more sympathy later. The subject of time comes up. He has no time and has to go because it’s getting late. “I know what you mean. By the time I get home my dinner’s usually dried out.” (This is a touch of your personal family life. Your spouse makes you dinner and keeps it warmed up or possibly burns casseroles. It's a heartwarming admission.) After which, the client might smile and ask you to dinner or insist you meet another day. Either way, you have made inroads into his soul. You have told him you’re hardworking and willing to go the extra mile because you shoveled snow all winter and you don’t even mind working late and eating desiccated morsels of food. YOU are a martyr. YOU are the exact person this type of individual wants to do business with because YOU are human. YOU-unlike all the previous representatives the manufacturer has sent —have a heart. He will remember YOU!