Recently, I was driving to one of my architectural projects. While driving, I re-listened to a marketing seminar I've found particularly helpful.
Helpful in many ways, but especially mindset.
And one of the many nuggets I've found in there is especially valuable for you. (If your goal is to better connect to architects and your other clients, that is.)
The seminar is one of many put on by marketing expert, Sean D'Souza. I like Sean's seminars because he has a way of simplifying ideas so they're easy to understand and take action.
So what's this big idea I want to share with you today?
It's pretty basic, really. But, if you put it into practice, it can change the way you think about and deal with architects. And all your clients.
Sean simply pointed out the definition of "client" is:
"One who comes under your care, guidance, and protection."
That's it. That's the big idea.
Why am I making such a big deal about a simple definition? Why's it so "mind-shifting"?
Because, if you're like I used to be, you're not looking at your clients like this.
You define "client" in some other way. He's the one who pays your bills. She's someone you need to help so you can cover your office expenses. He's the one who makes your day or ruins your week.
Can you see how this upgraded definition can help you build better relationships with architects?
Start thinking of the architect as someone you need to care for, guide and protect.
First things first...
So, what I recommend to you, is to first fall in love with your product or service. (If you haven't already.)
You need to honestly feel the solution you provide is the best option for your clients.
If you're not feeling that, you need to improve your product or service until it does give you that lovin' feeling... Or you need to find a new one...
As the late, great negotiator Jim Camp cautioned, you'll be stepping into "their world" to help them realize their vision, mission, and goals. But, before you do, you need to believe, wholeheartedly in your own mission.
Put a little differently, the great sales teacher, Stan Billue said,
"Selling is a transfer of feeling. Now please notice, I
didn’t say educate them, not necessarily develop a rapport
with them, or even become friends with them.
Selling is a transference of feeling. When you can get your
prospect to feel about your product or service the way you
feel about it, you’ll sell a lot more product or service."
Without that conviction, you'll never be able to take the next big step...
Treat your client as your own child...
That may sound a bit belittling or degrading to your client, but it's closer to how you need to view them.
Not that you're superior to them. Nothing like that.
You need to see your product or service as that safety gate you put at the top of the stairs at home. The one that keeps your child from taking a tumble. Guiding them to a safer place to play.
The car seat that's been thoroughly tested to protect your child if there's ever an accident.
The words of caution and wisdom to help guide them in the decisions they're bound to face in the world.
That's how you need to start viewing the architect if you want to start making a difference in your own performance.
How deep is your love?
Another marketing genius I listen to a LOT is Jay Abraham. And you should, too. He's got a lot of amazing ways to look at business and marketing.
And one thing he talks about is going deeper than just loving your client.
You need to love your client's customers. And, if applicable, your client's customer's clients.
The example I heard from him is when he was helping the brand "Icy Hot" with their marketing.
He talked about reading through the many letters they received from their customers. He learned about the pain and suffering these customers were going through. And the relief the product was giving them.
Relief that was letting them live their lives again. Spend time with their grandkids. Ride their bike.. and so on...
These letters are what helped him give his client the care, guidance, and protection they needed.
Your action item for today...
Stop what you're doing and re-frame how you're viewing your clients. And your prospects.
How can you shift the way you're approaching your business and marketing?
Are you giving them the care, guidance, and protection they need?
If not, start taking steps to get yourself there.
And if you want help, I'm just an email away ([email protected]).
Until next time...
With Care, Guidance, and Protection...
Make it a great marketing day!