Founder & CEO at Advantages, a purpose-based marketing and branding agency, I guide others so their potential can be revealed.
These days, everyone seeks purpose in some form or another. People want fulfillment in their lives, and your clients or customers are no different. When you provide people with that sense of meaning, there’s no limit to what you can accomplish. Not only will they come back, but they’ll also draw others to you and rally behind you.
If you can understand, articulate and activate purpose, you will not only connect with your clients and customers, but they’ll also connect others to you.
Share purpose before service.
When you communicate your purpose before speaking about your services, you distinguish yourself from your competitors and appeal to people. The details of what you do will not resonate with people the way that the meaning behind it will. To be authentic, align your business’s words and actions with your values. Your authenticity will give the world confidence in your organization. When you lead with your purpose, your clients will take every opportunity to participate in a mission greater than any service or product.
Align with your client’s purpose.
It’s as important to consider your audience’s goals, as it is to consider your own. Choose clients and customers that share your organization’s values. The most authentic organizations have similar ideals as their consumer base. Learn your prospective buyers’ beliefs and purpose. Listen well to their words, and study what drives them, to determine if they are a good fit and how you can help them. You have to know your customers’ needs, in order to meet them, and you need to know your clients’ vision, in order to make it a reality. When you align with your clients and customers, they will become your brand ambassadors. True alignment leads to true loyalty.
Purpose means transparency.
Clarity and fulfillment go together. With a mutual understanding of your shared purpose, you can be fully transparent and openly communicate with your clients, without fear of damaging your relationship. When there is a misunderstanding of purpose or a fundamental misalignment, communication often suffers. If you recognize and share beliefs with your clients, you can avoid this.
Additionally, clients will likely be more forgiving when you’re honest and in alignment with them. A shared purpose and an open relationship will soften the blow of any error, enabling your firm to maintain your clients. The bad times will seem less bad, and the good times will be even better.
Build meaningful relationships.
Commitment keeps clients content. Form the strong bonds necessary to retain them and achieve your mutual goals. Beyond purpose, show your devotion by spending time with clients and getting to know them. When you fully invest in a cause, you can go the extra mile — consider sending your clients cards or gifts. However, remember that maintaining an appropriate balance and professionalism with clients is as crucial as your dedication to your mission.
Purpose leads to profit. Understanding and aligning both your firm’s and your client’s overarching goals will allow you to easily view and openly address underlying issues, as well as form meaningful relationships. So, follow the above tips. Fully recognize, clearly articulate and genuinely share your purpose with clients to connect with them and others for years to come.
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Author: Fran Biderman-Gross, Forbes Councils Member