On the Edge! Ezine -

Create Stronger Client Relationships by Sharing

Your Small Business "Edge"
by Wendy Burge

In this challenging economy, small service-based businesses may feel even more stress to maintain clients and attract new ones. However, they have an advantage over larger businesses for reassuring trust in doing business with them because they have the ability as small businesses to capitalize on their personable features and benefits-or "Edge". These identifiable points can easily be incorporated into customer experiences and marketing messages. Discover the value of Your Edge within the features and benefits your business provides. Let this enhance your marketable position for continued growth in this troubled economy.

Share Your Vision

Stepping in to your business as an entrepreneur meant that you held a higher vision for your service and client interaction. Being client-centric in your business--meaning that your focus is always on your client and their best interest-has immense value for people during these days. Your vision, presence, and dedication can shape your business and build your empire, and it is worth at least 50% of your fee. The more sophisticated your client, the higher the percentage will be in their eyes. For them, finding a service professional that is focused on their success, well-being, or their increased benefits can be a challenge-so placing this in the forefront of your marketing is important.

Presenting your vision about your client's success might sound like this in your initial conversations with prospects:

"One of the things you'll gain by working with me is the fact that I'm fully dedicated to meeting the needs of my clients. My focus is on their growth and success so that they can have a greater impact in their business. I have an 'open door' policy with my clients, as well, and feel it's important to be accessible and available when they have questions or concerns between our regularly scheduled meetings."

Share Your Story

Over a period time service professionals have unique experiences and have developed a deep knowledge about their professions. More over, many have found this as the driving force for many of the choices in their lives and what has often shaped their current business vision. The value of 'personal stories' is often underappreciated by service based professionals who often remain vague in sharing any of the specifics about their experiences to potential clients. By speaking in a manner which re-orients your knowledge and experiences to relate to a prospect's concerns, clearly demonstrates that you are the best person to help them with their problem. (Keep in mind that it is wise to eliminate any intimate and deeply personal details. Remember to maintain professional boundaries.)

General: "I've been a chiropractor for 15 years and have helped thousands of people."

Specific: "Based on what you have shared, I personally can understand your problem having had similar health issues. In fact I have spent much time developing a technique that I use to help with this health problem to date. I am currently working with 3 patients who are experiencing this as well. Would you be interested in hearing how they are successfully overcoming this issue with my services?"

Share Your Creative Environment

At best, people want someone who can help them solve their problems with specific strategies and solutions. As a service professional you have the flexibility to custom-craft solutions in a creative and collaborative environment for them. It's important to educate potential clients that this creative process is part of the value you offer as a service (and is your edge!) Your creative environment may also extend beyond your office walls, if appropriate. Surroundings also contribute to the creative exchange. Creative collaboration is the best solution to most problems and finding new ways to draw that out within the client experience makes "finding the solution together" an even more enjoyable and unique marketing position.

Share Your Service Structure

How many ways do you really support your clients, patients, or customers? Notice the multitude of 'touch points' that you have to support their success. Initially it may be a free or complimentary consultation that gets them in the door and thus giving them the trust to work with you. Leveraging your trust further by supporting their success with courtesy calls, hand-written notes, quick email follow-ups, and or through social network posts with Twitter and Facebook provides that personal touch. A person can overcome just about any problem with the perfect amount of support and structure. Good client and customer service, client follow up systems, and unique customer experiences will develop greater customer relationships and loyal followings.

Consider providing extra support with workshops, lectures, or specialty programs too. Developing new ways to leverage client success may include creating information products (Books or ebooks/CDs/ DVDs) based on your expertise to support your clients even further.

Share Your Professional Network

Within any profession or industry, networking and referrals are often the best and most preferred way to work. So when a client hires you, they are getting access to the dozens or hundreds of experts and specialists in your professional network. This added bonus can save your client much time by not having to search for additional support-personally or professionally-to solve their problems or contribute to their success. Your having essentially pre-screened these experts for them adds significantly to your credibility and professionalism. Today, having a professional network no longer is limited to just your local community, either. With the help of social network sites like Twitter, LinkedIn, Plaxo, and Facebook, you can extend your network globally. Working within virtual environments also allows for others to contribute to the shared experience and success of your clients, as well.

� 2009 Wendy Burge - Radiant Edge Consulting.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Conscious Business & Marketing Coach Wendy Burge publishes the On the Edge! weekly ezine--Where business, marketing, and lifestyle meet. If you're ready to have radiant marketing, make more money, and have more freedom in your small business, get your FREE tips now at www.RadiantEdgeConsulting.com