You have heard me say often: “Treat your clients like prospects” (and vice versa!)

But in today’s market, what does that really mean? And more importantly—how do you do it?

Why Treat Clients Like Prospects?

If you ignore your clients, your competitors will swoop in and show them more love than you. They will sell against your complacency!

I have a commercial contractor client (Wells Lawncare and Landscaping, Bloomington, Indiana) that does just that quite successfully.

In fact, everyone reading this has experienced competitors selling to their clients.

Complacency will rob your company of growth and retention.

Now that the “why” is clear, lets explore the “how” of client engagement.

“TREAT CLIENTS LIKE PROSPECTS”

1. Regular Check-Ins & Value-Adds – Instead of just fulfilling obligations, be proactive in stopping by and checking in!

Offer new solutions, insights, and ways to improve their property. This will delight them and bring you more sales.

Remember: Clients will call on your competitors and then tell you later “I didn’t know you do that?!”

2. Exclusive Offers & Perks – Provide existing clients with incentives, upgrades, or loyalty rewards to keep them engaged.

Even small freebies go a long way.

The key is not to show more care to your new prospects than to your loyal clients.

3. Ask for Feedback & Adapt – Show clients that their opinions matter by regularly asking how you can improve, and then act on their input.

You were all ears when you first sold them, this gives you a chance to remain “all ears”

4. Encourage Referrals – Raving-fan clients are your best salespeople. Make it easy and rewarding for them to refer others.

Put them in situations where they can engage directly with your prospects to advocate on your behalf. It makes them feel special, and grows your fan base.

Google reviews is a great place to start, but don’t stop there.

…Now on to the “vice versa”…

“TREAT PROSPECTS LIKE CLIENTS”

1. Provide Value Before They Sign On– Offer powerful insights, consultations, or resources that solve a small part of their problem during the sales process. This builds goodwill and positions you as an expert.

2. Be Proactive in Follow-Ups – Don’t just wait for them to get back to you. Stay in touch, and share something useful, like a case study, industry update, or customized suggestion.

3. Personalize Communication – Understand their specific needs, goals, and pain points, and tailor your messaging accordingly.

This is classic sales: the more customized you are, the more the prospect feels you are in service to them.

4. Show, Don’t Tell – This is another Jeffrey Scott-ism. Instead of telling them how great your service is, demonstrate it with your

• Superb sales process,
• Fast turn around times and
• Exemplary responsiveness.

5. Make Onboarding Easy – Reduce friction by simplifying how prospects can become clients—whether through clear pricing, easy sign-ups, or quick wins in your initial engagement.

Onboard your clients with as much fanfare as you onboard your employees – that will wow them, and get them in the buying mood!!

Your Challenge: Audit and improve your customer processes.

Put your “client hat” on, and look at how you do business through their eyes.

Take this a step further and invite clients to a focus group. Ask them to share with you what they love, and what you can do better.

But like Steve Jobs said, clients don’t always know what they need, they will have only half the answers.

You still have to get creative to come up with the whole solution of how you will fully wow them and grow your market share.

Go get em!

Regards, Jeffrey Scott

P.S. Learning how to do this is just one benefit of joining our Leader’s Edge peer group. Go here for more information.