Week 12 Challenge: Create a Personal Promoter
I hope you’re enjoying these weekly challenges, and have been able to apply the clients-for-life strategies to growing your relationships. If you have any examples of progress you’ve made–client relationship successes large or small–please share them with me. I’d love to hear from you, and will confidentially highlight these examples in future emails (write me at email@example.com or just hit “reply”).
This week, you’ll apply strategies to create what I call a personal promoter.
To complete this week’s challenge, be sure to read or listen to Week 12: Get Clients to Root for You in It Starts with Clients (pages 189-200 in the hardcover version). (If you don’t have a copy of It Starts with Clients yet, please do buy one here, on Amazon. It contains all the detailed “how-to” for growing your client base. It is the foundation for succeeding at this Growth Challenge).
Clients Who are Just “Satisfied” Are not the Same as Enthusiastic Personal Promoters
A personal promoter is so enthusiastic about you that they run around their organization encouraging everyone to meet you and use your solutions. They recommend you even when there isn’t an exact match between what you do and the apparent need. That’s the trust factor at work—it creates a halo around you and the perception of your capabilities. Clients often feel it’s better to work with a smart person or firm they trust than take a risk on brand X. They spontaneously give you referrals to friends and contacts in other companies. If they switch jobs, they usually try to bring you in to help.
But there’s more. A personal promoter feels you have made a real difference not just to their organization but also to them personally. They feel their life is easier and better because of you. You have made them look good. You’ve enhanced their career. They are not just satisfied—they are deeply grateful.
Finally, this type of devoted client feels a strong personal connection to you. You may or may not be friends, but you have gotten to know each other. You’ve spent time together. You’ve even been a bit vulnerable with each other. They want you to succeed, and you in turn care deeply about their success.
There are four main steps to creating a personal promoter:
- Deliver high-quality work–that’s your foundation (quality as defined by the client, not you!)
- Build a personal relationship–get to know your client as an individual (Power Questions are a key tool for this)
- Help your client with both their professional and personal agenda (career, learning, networking, outside interests, etc.)
- Amplify your influence: Ask for referrals and testimonials.
Your Week 12 Challenge: Turn a Satisfied Client Into a Personal Promoter
Here’s your Week 12 Assignment: Complete pages 40-41 in the Growth Guide. You can also click here to download this assignment as a separate PDF: Week 12 Assignment.pdf
In seven days I will send you your Week 13 Challenge: Build Senior Executive Relationships. So keep an eye out for the next email.
All the best,
Founder and CEO