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August 12, 2012 at 12:35 AM
Your dream clients can tell if you really care about them or are just trying to make a sale. They can tell this from the words you use. They can see it in the actions you take—or fail to take.
In a world driven by commoditization, globalization and disintermediation, the pressure to behave as if all business relationships are business transactions can be overwhelming. Those who care deeply about their clients are therefore going to stand out from the crowd and be welcomed as trusted partners. There simply is no substitute for caring.
In word and deed. You can allow marketing to do your lead generation and send emails and links to your white papers. But if you want to prove that you care about your dream clients, you will send the email yourself and include a personal note letting them know that you were thinking about them.
If you want the people you are going to be working with and serving to know you care, you will spend time understanding their needs and making sure your solutions work for them. When things go south and you and your dream clients are faced with nasty, awful, relationship-challenging issues, meet with your clients face to face to resolve the issue. Tell them you want them to know that your relationship is important to you and that you can find a way to work through your challenges together.
