Give Me Client not Customers

Who wants a customer when you can have a client? Well, when you think about the these definitions of the two, you’ll probably see what I’m thinking. BTW, I recently got this from Jay Abraham and it just stuck.

“A customer is someone who buys a product or service from someone else. A client is someone who is under the care, guidance and protection of an expert in a particular field.”

For us, it’s a no brainer. We want clients not customers. And more importantly, we want to develop a culture of people that are empowered to service our clients. When we become experts in our field, it’s natural to care for, guide and protect the people we are servicing.

It’s easy to slip into the habit of having and getting customers. Frankly, it’s less work in less time with fewer resources. But when we do this, everyone loses. But, when we take time to hone our expertise, we get satisfied and passionate clients… and that’s good for everyone.

So maybe the statement isn’t; who wants a customer when you can have a client; but rather, who wants to be a customer when you can be a client.

Comments

[Dom]

Jeff,

I think in general terms Jay Abraham's definition of a 'Customer' and 'Client' are right on, but does it really matter to the person making the purchase - unlikely. Of course, in B2B, especially service fields, what we all seek are clients, as you indicated. According to Jay if someone buys my products that person is a 'customer' but if he needs my care and guidance he is a 'client.' What if the 'customer' also needs my expertise and guidance? Is he now a 'customer-client?' The point is, customers too often need care and after-sales support on the products they purchase. Whether it's industrial machinery that may need repair, software training or other products that often need additional service and guidance.

[Christopher Hawkins]

@Jeff: I think it does matter to the person making the purchase, yes. You said it yourself; some purchasers need care and after-sales support. This is called a "relationship" and is the big factor in determining if you have a client or a customer. Customers don't need relationships, clients do.

[jeffsolomon]

Dom, Christopher: Thanks for the comments. As a customer and a client myself, even if I don't need it, i want to have the option to be a "client" and under the care of the company if i need it.