By Dave Mattson, Home Office
How do you show your clients all the extra work you’ve done for them – extras that never show up on their bill? You’ve done the work to prove you’re partner, but if you don’t communicate the time and energy expended, don’t be surprised when your client doesn’t value it.
Let’s say your client leaves you to go with the competition. Their reason: "Your competition’s service is the same, but they cost less." You’ve failed to demonstrate that your offering is not the same. You may offer a similar product or service; you may have comparable prices. You believe that you differentiate yourself through superior service, but obviously your client doesn’t get it. You haven’t made them aware of those extras that make you the superior choice. You haven’t made your client aware of their IOUs.
Here’s a real-life example of how to make your client aware of an IOU: A printing company, went out of their way to complete a large job in just three days. They rearranged their entire work schedule. Usually, they would charge $1,000 in overtime and rush charges. However, since this client comprised over 25% of his company’s revenue, the printer had no intention of charging an additional fee. Instead, he sent an invoice for $1,000, along with an itemization of the charges – then put a stamp over it reading, "Credited," along with a balance due that reflected the credit. The printer included a handwritten note saying, "Dear [client’s name]: Getting this job out on time was certainly a challenge; but we’re glad everything went perfectly. We look forward to working with you again soon!" Then the printer signed his name. He documented his service; he showed his client the "owe him" in a concrete manner which will remain on file. He made the client feel good – pleased that someone valued their business, satisfield with an ongoing relationship, and thrilled to have gotten "a good deal." The printer put his client in the perfect frame of mind to look upon this significant IOU as a benefit – and in no way as a liability.
Later, a competitor made a run at acquiring that client’s business. The client simply let the competition know that over the years their vendor had gone above and beyond to provide impeccable service. By crediting the extra work, rather than charging for it, the printer created an IOU that paid off: It saved the account.
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