Back in the days of being a Girl Scout, we always sang a song, which I’d forgotten about until a friend mentioned it in a recent online class. It really struck a chord (pun intended). The lyrics are: Make new friends but keep the old, one is silver and the other gold. This is the client experience in a nutshell. It is the most brilliant, simplified way of directing your resources, time, focus, and attention on how to treat all customers.
Here's the thing, a lot of businesses only focus on getting new customers. Now, there's nothing wrong with new business. I'm totally for it, but not at the expense of those I am currently serving. I keep up with those who continue to stay with me, reinvest with me, and refer to me because I know that they are golden. Silver and gold are both very precious. They are both necessary. Therefore, it is mission critical you understand that your current customers, clients, patients, etc. – who are already experienced in how to work with you and how you serve – are your biggest brand ambassadors. They are a wellspring of referrals and testimonials. However, if you treat them as less than the precious resource they are, somebody else may pick them up.
When we talk about the Silver, I am not advocating that you don't go after new business. I do it every day. I’m saying you can absolutely have both. You don't have to sacrifice one for the other. You should not feel that you do because they work together. Please don’t make the mistake of making one less important than the other because the Girl Scouts’ song is about relationships. It says, “Make new friends (silver) but keep the old (gold).”
The next verse states, “A circle is round. It has no end. That's how long I will be your friend.” That second line is a clear instruction manual on how we are to constantly be pushing ourselves to provide more value. What do I mean? A circle is round. It's infinity. It has no end. That's how long we should be committing to all our clients. Ask yourself, “How can I serve them better? What other information can I gather? What other goods, services, programs, and/or offerings can I create so that this relationship can continue building and growing?”
That little song has so much value. It breaks down the human dynamic and the importance of building relationships. Try to operate in your gift and be a gift. That's the gold in the value of doing business with you. People know they can consistently count on what you bring and why you bring it.
To find out how to strengthen your existing client relationships or gain momentum with prospective clients, check out our FREE resource via this link.