How do you treat the people who contract your services? Are they clients, only to be contacted with the latest sales special? Or do you treat each "client" as a valuable friend that you’re willing to share with, do favors for, and learn from? "A FRIEND?" you’re probably saying. "My clients aren’t my friends! I make MONEY from my clients, and my friends are my friends. There’s a clear difference." Is there really a difference? Consider this example.

Years ago as an outside advertising sales representative, I called on a specialty chocolate store. Since Valentine’s day was fast approaching, I was looking forward to my client running a huge ad (and making a tidy little commission from it, too!) When I met the owner, she sat down with me and confessed that sales had been slumping for weeks - she had no money to advertise.

At that point, I had a choice. I could have gotten up, shook her hand, and expressed my hope that her business returned to normal. After all, when you work straight commission, time is money, and since she had no money, I was "wasting" my time. Instead, I was a friend. I told my "client" that I knew Valentine’s Day was one of their biggest sales seasons, and they couldn’t afford NOT to advertise. After telling my "client" that I thought she was a valued customer, I gave her a free ad, no strings attached. My "client’s" eyes misted over, she gave me a huge hug and positively bubbled over with gratitude. Two weeks later, she stopped advertising with all my competitors, making it very clear to the other publications that I would help her when no one else would - and she preferred to do business with someone who went the extra mile. She signed a fantastic contract - and gave me free chocolate. I had made a friend.

It’s easy to be a buddy. Send your "client" a "thank-you" note. Remember their birthday. Offer free advice. Just simply do what you’d do for any friend. Since part of my business involves surfing the web (yeah, I know, I’m a true ‘net nerd), I can download interesting tidbits for my clients. Sometimes they’re business related, sometimes it’s a good joke. Either way, my gesture is always appreciated - and it’s no coincidence that my sales keep increasing! Sure, you’ll spend some time and money on your new friendships - but you’ll also have loyal, lasting "clients" that will be happy to recommend you and your business.

"So what’s in it for me," you ask. Quite a bit. Being a buddy to your "clients" directly benefits you in two significant ways. From a marketing standpoint, your little gifts and gestures constantly keep your name where you want it - in front of your "client." There’s also the "warm, fuzzy" benefit you’ll feel. Your "clients" will see you as a partner they like and trust rather than a vendor - and that distinction will make the difference between a great sale and a so-so solicitation.

Marketing your services is increasingly competitive. Between local and internet competition, small and home business owners are always searching for a penny-pinching and profitable marketing edge. If you learn to cultivate friends rather than clients, you’ll easily maintain (or create) your marketing edge - and have many happy friends that will gladly contract your services.

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Heather Martin is a writer and owner of SuccessWorks, a company specializing in online home business/personal development workshops and coaching. She can be reached at SuccessWks@aol.com.
Success Works: http://www.bizine.com/hbc