One of my guilty vices is following various members of the Kardashian clan on instagram.
There. I finally admitted it out loud.
But you know what?
They play the the marketing game almost better than anyone else – and they know how power and influence can make or break a brand.
This week I was scrolling through their feed – and there was a video of their hairdresser showing them how to cut their own hair. And it hit me – this is a reason why some people get (and keep) great clients – and others don’t.
They give their clients the tools to be self-sufficient.
That hairdresser knows they can’t be around 24/7. But they can show their client how to make their cuts last longer by doing a quick trim or how to fix issues on the fly. This is smart thinking – the hairdresser knows her work will be photographed constantly. She wants her work to look as good as possible for as long as possible. Of course the girls are still going to rely on her as the expert AND share her name (and her brand) far and wide.
The number one question I get every week from readers is how to get more clients and how to attract new customers.
But I’ve found over the years that’s it not about getting tons of new customers.
It’s finding ways to attract and retain high-quality clients.
Customers leave. Clients stick around.
When you give your clients the tools to be self-sufficient, you both win.
I’m in a lot of forums and groups for designers. And every time there’s a new tool announced that allows regular people to create and manage their own sites, I see newer designers worrying that they’ll no longer have a job.
The truth is there is more work than ever before – if you know how to position yourself.
No matter your industry, your clients SHOULD feel empowered. But the best clients (and most successful) rely on expert help to get it all done the right way.
The fact my clients can edit their own sites and create content on the fly thrills me. And I’m more than happy to train them on how to do things for themselves.
Because I know they’re going to come back to me to consult on their digital strategy and implement their next vision.
I do my own bookkeeping, but I pay (a lot) to an accountant to review my books and deal with my personal and business taxes. I trust him – and I’ve been with him for over ten years. He freely shares info and answers my questions.
He knows I’m a client for life.
The same goes for any other industry.
Show confidence in your abilities – share what you’re doing and give freely to your clients. It will come back to you – and they will stick around.
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