Business is not just about what you do.

Yet, as business owners, we spend so much of our time focusing on how to do what we do better. We read, we blog, we train, we attend workshops and conferences, go to events, network and so on. All under the guise that we can gain some edge in how we do what we do.

But what if the edge isn’t in what we do for our clients and customers?

My grandmother buys a new car every four years. And for the past three decades, she’s been buying her cars from the same guy at the same dealership. Is it because the Buicks they sell are somehow better than the Buicks at other dealerships? Or maybe it’s that this specific salesman does his job better than the other salesmen do.

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How well can your clients, customers and prospects explain what you do?

This is one of the questions that every business owner needs to be asking themselves all the time.

Too often, we focus so much on developing our business that we forget why we’re developing our business in first place. Sure, we want to make a profit - that goes without saying. Yet the most likely reason any of us got into business is because we believe we have a unique and better approach to solving a people’s problems.

Take a moment and think about all the products you see advertised in mass media. Each one tries to solve a problem. Think about Gatorade, IcyHot or Midol and I’m sure you can tell me what problems each can solve for me - even if you haven’t used the product yourself.

Sure, each of these products have massive marketing budgets, catchy slogans and world-wide mass appeal (what women doesn’t want relief from her symptoms around her period). Yet they’ve also clearly communicated the problems each can solve. And they do it so well that you’d have no problem explaining to someone else that IcyHot can relieve muscle pain.

But what would your clients and customers say about your business? Is it clear what problems you can help them solve? Not just clear to you, but clear to them. And clear enough so they’d have no problem explaining what you do to someone else?

If they don’t know, why would they work with you in the first place? And if your clients can’t explain how you’ve helped them, how can they tell their friends?

Or do you get that it’s not about you?

That’s right. If you’re the business owner - it’s not about you. So, then, who is it about?

It’s about me - the client, the customer, the patron, the prospect - whatever term we want to use to mean, “who you’re in business for.” If you’re blogging, it’s who you’re writing for. You know, the people who read and comment on your blog posts.

Yet, so much of the copy I see on the web isn’t focused on me and my needs at all. Rather it’s focused on the business and, truthfully, their needs.

Think about the sites you’ve seen. More often than not they say things like, “We can do this,” or “Our services blah, blah,” or “We have 50 years of experience.” Then there’s my favorite - “our mission is…”

As a consumer, I don’t care about your mission. I don’t care what about what you do, your services or your decades of experience. I care about me. I want to know what’s in it for me. How can knowing you benefit me? What can you do to help me?

If I’m ‘in the market’ for something, it’s likely because I have a problem. What I need is a solution to my problem. And if I’m visiting your website, I need to know first that you understand my problem and, then, second that you can help me solve my problem. But I can’t know you can solve my problems unless you tell me so.

I was going to write some tips about how to create a more customer-focused marketing message. But I’d rather have that conversation in the comment box because I really want to hear your ideas. So…let’s talk.

Would you like your customers and clients to promote your business for you? Of course you do, right?

Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking, states that around 80% of online shopping time is spent researching products (and services) rather than buying. And 77% of online shoppers will read reviews before making a purchase.

So obviously what people think about you and your business is very important to your success. And with blast and interruption marketing being less and less effective, what people are saying about you becomes even more important.

In Andy’s book he says, “Traditional marketing is no longer the safe way to go. It may make you more comfortable, but it is becoming gradually less and less effective… It’s time to focus on making customers happy - earning their trust and respect and getting them talking about your stuff.”

So how do you get your customers and clients to talk about you and promote your business? Well, first, “Happy customers are your best advertisers.” (from Andy’s book).

But I go a step further…I say get your clients to fall in love with you.

Think about what happens to you when you fall in love. You’re giddy and excited. Your face carries a perpetual smile and your stride has a bit more bounce to it. And when you’re in love, you can’t help but telling people about it. Especially your friends.

That’s exactly how you want your clients and customers to feel from their work with you. You want them to leave your meetings excited, hopeful and with a bit of bounce in their stride. Then you’ll be the topic of conversation when your client talks to their friends.

So how do you get your clients and customers to fall in love with you? Here’s 7, rather easy, ways to begin:

1. Be nice
   Above all things, if you’re kind, polite and compassionate, they will feel it. And they’ll internally compare how they feel interacting with you with how they feel with others. It’s subtle, but it makes a huge difference.
2. Be fully attentive
   Whenever you’re interacting with a client or customer, put everything else on hold. If things come up during a meeting, write them down so they don’t get in the way of your being fully present. You know when someone isn’t fully there with you - and your clients do too.
3. Exceed their expectations
   Whenever the opportunity presents itself, take the extra step. Doing small tasks that have little impact on your time can pay huge dividends in how your clients see you. Going above and beyond creates a ‘wow’ affect. It makes them feel like they’re the most important client to you. And that’s what they’ll talk about with others.
4. Listen to what they’re really telling you
   People don’t always do a great job saying what they really mean. Listen to their words, AND listen to what they’re saying between the words. When you answer the unspoken questions and concerns your clients will trust you even more because they’ll feel like you really ‘get them.’
5. Help them understand how
   People have hired you or bought your products to help them solve some problem in their business. So make sure it does. If they don’t understand how to use it, they won’t and, in turn, you won’t succeed either. They have to be successful for you to be successful.
6. Always follow up
   If you say you’re going to do something by a certain time, do it. Do it earlier, if you can to exceed their expectations. And if you can’t do it on time, let them know as soon as you do. If you keep your clients well informed, it will go a long way to building respect and trust.
7. Stay in touch
   Even after you’re finished working directly with them, stay in touch. Give them a call or send an email that specifically asks them how they’re doing after working together or buying your product. Trust me, this will be a very pleasant surprise. And, it can give you valuable feedback as well.

Here are but a few ways to make your clients fall in love with you. Put them in action and you’ll have raving fans who want to tell everyone they know about you.

I know I haven’t covered all the ways to make your clients fall in love with you. So let’s talk about it. What’s worked for you? What hasn’t? And what have I left out?