So the concept I want to focus on today is the idea of defending and advocating for our clients’ or customers’ interests—no matter what.
Let’s think about this for a minute. This is not focusing on our skills and career building; it’s not focusing on just closing a deal for a sale or a client; it doesn’t matter what we are selling or who we serve in business or life—it’s the idea of rigorously and unapologetically defending the interests of those we serve.
It’s advocating for their best interests and their goals, wishes, dreams and desires. It’s knowing their fears and apprehensions better than they do, and speaking to them in a way that makes them feel safe before they know they are in danger.
When we do this, consistently, it changes the game and elevates the level of service, success and experience of those that we serve and come into contact with in our businesses and in life.
So we need to be both the protector of our client and also the promoter. We need to guard and defend against their fears, and we need to promote and advocate for their dreams and desires.
When we do these things, we serve at the highest level. We lead at an extraordinary level. We deliver value at an unparalleled level.
We create experiences and results that are so appreciated, novel and unique—they have the opportunity to actually transform and change lives.
When we do that successfully, there is NO better feeling. None.
Do you know what happens next?
Our practice catches and grows like wildfire. Now our clients and those we serve are not just numbers in the machine we call business, brokerage, coaching or sales—whatever it is we are selling.
Now they become raving, loving, appreciative fans and ambassadors of our brand. Of you. Of me. Of us. Of what you stand for and what you deliver.
This is the best feeling in the world, and it will lead to multiplying opportunities to repeat this and deliver and serve at a level you’ve previously not been able to, which results in client experiences and results previously unattained.
So let’s go out today and this week, and start by putting our clients and customers, those we serve, ahead of all else. We need to start defending and advocating for them rigorously above all else. This is our charge and our duty; this is the mandate.
Go out, and if you do nothing else, make sure you defend and advocate tirelessly—never let up and never let this part of your practice, business, brand, legacy and life—be sacrificed for anything.
“The golden rule for every business(person) is this: Put yourself in your customer’s place.” —Orison Swett Marden
We need to be both the protector of our client, and also the promoter. We need to guard and defend against their fears, and we need to promote and advocate for their dreams and desires.
When we do these things, we serve at the highest level. We lead at an extraordinary level. We deliver value at an unparalleled level. We create experiences and results that are so appreciated, novel and unique—they have the opportunity to actually transform and change lives.
Put yourself into the clients’ mind. Whatever your goal audience is, you need to think like them and give them what they want in a way that benefits you. But when you put the client before yourself, that gives your work a touch that is unique and sincere. People will always come back and share things that are genuine.
How did you put your audience before yourself today? How did you stretch your mind to think like someone else?