The operative word in all the literature out there about client relationship management is "care." Every consumer wants to feel cared for. They want to believe that their best interest is being considered as they make their purchase. But caring for your clients entails authenticity. And impostors are sometimes easy to spot.

Creating Moments of Truth
The opportunity to help create authentic caring moments is one of the reasons why I love coaching. Hall of Fame stories, like the one I share below, demonstrate that there is always room to create a Moment of Truth for the consumer, always a place to hook 'em for life. And it starts with genuine, authentic care. 

Making Us Sweat
So, get this: some time ago, a physician - internationally recognized for both his professional skills and success in outcomes - is now an hour and forty five minutes behind schedule. My wife and I are among the many who are frustrated and angry in the over-crowded, TV blasting, full-of-four-month-old-magazines waiting room. Moreover, we're a bit nervous because of the reason for our visit: the swelling in her neck, which we just know is a malignant lump. 

At that moment, it was rather hard to be impressed with this super human, first-cousin-to-the-Almighty, positive-results doctor. We had one thing on our minds and nothing among our surroundings was helping to create a positive environment for us.

Make no mistake about it: he had lost us as customers. When you keep your clientele waiting for this long, you will lose business.


Genuine, Authentic Care
From the depths of darkness, however, things turned around. 

The doc walked into that ready-to-explode waiting room (there were actually fears worse than ours waiting frantically), plants a chair in the middle of the floor, sits down and declares, "I know how aggravated you all are about this huge delay. You've been sitting and waiting. You're nervous. You're behind your own important schedules and obligations. I don't have to imagine that you're hungry and probably just plain mad!"

He went on.

"I am truly sorry, but you know, I am a specialist, seeing serious and severe conditions. I take my time with every single patient. And you will be no exception. When you walk into my office, I treat you as if you are the only patient I have; I answer every question in detail; I try to diagnose, treat, and comfort, all with the utmost sensitivity. This takes time, an amount of time that I cannot and will not predict. My receptionist is going to take lunch and beverage orders and get what you need at our cost. And when your name is called, I will not hurry."

This a WOW! moment. That was "my doctor" talking.

A Meaningful Relationship
He owned us...then and forever. We would have waited another two hours. Because, when it comes down to it, he cared for us. And was authentic and empathized with us. That's all we needed.

A relationship was cemented.

My wife's swelling was not a lump. But I tell everyone I can about my doctor's waiting room speech...even before I tell them about our blessed result.

Are you creating Moments of Truth for your customers? Do you let them know that you care?

I always tell my clients, "sometimes you gotta get in the door; get noticed; then you can sell yourself or your product."

Opportunity Knocks
My Dad was so ahead of his time with regard to this mantra. He owned and operated a full-service, truly-customer-care store in a small town in Western Pa, sort of a  Mom and Pop store, carrying work clothes, dry goods, hunting gear, some men's and women's wear, and Boy Scout uniforms and equipment. 

One November, in the early 1950's he was the first merchant in the area to become aware of, and have in stock, something revolutionary...cutting edge, practical, desirable, the golden ticket of merchandise: men's thermal underwear. 

So, what to do with it? Display it in his window? Run an ad in the local paper? Give it prominent floor space? Yeah, eventually, but not at once...not my Dad.

Getting Attention The Old Fashioned Way
The first thing he did was rent a freezer from a local appliance store, remove its lid, put it on the sidewalk right in front of his store. He hired a high school student, fit him up with some thermals, put him in the freezer, filled the freezer with ice, and placed a large sign next to the kid: I AM WEARING THE NEWEST THERMAL UNDERWEAR. I AM NOT COLD....AND WE'RE THE ONLY STORE THAT HAS IT! 

Here's a "pop"quiz for you: How long did it take for my Dad's stock of long johns to sell out? His next two orders went faster than his first!


Tried and True Is Just Plain Tired
Now, here's what I coach my clients to do when writing cover letters, follow up thank-you letters, answering the standard interview questions: it's ok to be edgy...a little out there. 

I implore sales people, fundraisers, professionals, and anyone with donors, customers, patients or their own, clients, even congregants: tried and true is just tired. Be edgy with style and class. Capture and keep their attention.   Once you have, then, it's your time to fulfill your purpose and achieve your goal.