Logo Andy Sokol
What All Clients Have in Common

We’re all different in how we think because our brains are wired differently. We also have many different values and beliefs based on who we are, how we were raised and what we have learned in our life experiences.


There’s no way for us to perfectly align with every customer in building a relationship because all of our clients are different. It’s not possible, and that’s okay. Instead, and most importantly, what we can do is focus on the part that we’re already aligned in and what makes us all the same. Here’s the answer: Everybody has a natural human desire to be loved and appreciated ‐ everybody.  


This is a basic need that every single person on the planet has. Appreciating our customers and making them feel important is what they all want. Give it to them or they will look elsewhere.


We have many opportunities to communicate appreciation to our customers. We can build friendships by thanking them and giving them gratitude. We can wish them a happy birthday and give best wishes at various other holidays throughout the year. We could recognize them for their accomplishments and celebrate changes in their life, such as getting married or having a baby.   


Only after all that can we send them information on some of the things that we’re doing as a way of keeping in touch. This is the 80% relationship building part of the equation. Don’t be afraid to send cards to the leader personality type, by the way. I used to be afraid of that, myself, and I thought that was kind of  goofy, but let me tell you something, everybody does have the natural human desire to be loved and appreciated. The leader personalities want to be appreciated, as well, so don’t be afraid to send it to them.


Now, marketing and promotional materials can be sent, as well.  Remember to abide by the 80/20 rule. 80% has to be on the relationship building part, and 20% marketing. It’s critically important to remember that sending marketing material can only be done 20% of the time and it’s got to be spaced out a little bit every so often, otherwise, the customer won’t trust you as  being authentic in wanting to build the relationship with them. And if they don’t  trust you, they won’t buy.   


Most people think, “What’s in it for me?” An important thing to remember is how people feel with dealing with the typical sales person, their mind automatically goes into a defensive mode. All they’re thinking about is, “What are you going to do to me as opposed to what are you going to do for me?” They’re on guard and really only want to know, “What’s in it for me?” It’s crucial that your communication needs to be about them most of the time and only about you some of the time.