Today we’ve made a decision to change our cleaner… She’s getting on. Her eyesight isn’t too great, nor is her back. She misses things.

She’s been with us for years and to be honest we make this decision every single year… but we never follow it through.

Why? Because we’ve grown emotionally attached to her.

Sure other cleaners would do a better job, but Sandy’s part of the family. She goes out of her way and she understands what we want. Most of all she cares. And for that reason alone, we are not going to change her until she comes to us and says she wants to leave.

I wonder how many companies operate in the same way? I’ve known several major organisations make decisions on suppliers based on pure emotion. Whether it was because they couldn’t bear to sever the relationship and face the emotional outburst, or whether it was because of their emotional attachment… the results are the same.

Businesses are only as UNemotional as the humans that run them!

So, as business people, looking to win and keep business, how can we benefit from this?

I suggest two simple points:

First – don’t even try to sever a client/supplier relationship if it smacks of emotional attachment! Eventually you may achieve what you want, but it’s a long bumpy ride, and at the end of it you’re going to have big boots to fill. And you need to be certain that the business gained is really worth it. So, if your potential new client is “very happy” using their brother’s wife to do their filing, no matter how cost-effective or perfect your proposal is – just step away!

Second- It’s time to get emotional with your clients.
SHOW them you care. Tell them that you’re “so excited by their recent expansion”. Find out what matters to them, and help them make it happen. (Be genuine, of course, because nothing is more obvious than professional cupboard-love.)
If you’re working with a team, spend time with each individual to make sure they realise how important each person is – and how vital it is that you’re playing a big part in their success.

The great thing about this approach is that it really works. Not only does your client now know that you care, but all that caring and supporting will be bound to help improve your service offering, give you some incredible USP’s

What if you can’t get emotionally attached?

What if you’re not so excited by a client’s business? If you really can’t bring yourself to care, perhaps they are not the right client for you. It may be harsh, and it’s certainly going to need some deep consideration, but how much damage is it doing to YOUR business, if you really don’t care about your clients? Consider the impacts of letting them go, and opening up the space and the environment to gain customers that you feel really motivated about.

Making it work for your client – AND YOU!

Whilst this article may seem to be all heart, we’ve also got to consider the impact on you as a business. And the good news is – it can be really good news…

Emotional business and PR

Once you think of PR as one big word-of-mouth reputation management machine you can see how the emotional approach makes for great PR, great business and great fun.

The more involved you become with your clients, the more delighted they will be when you want to use them to promote your own business.

Whether it be a case-study or a press release, it’s so obvious to them that you’ll care about how they fare, and because of that you can create a win-win situation.

When it comes to client testimonials or referrals, it’s show time too! They are more likely to sing your praises when they know you are genuinely enthused by their business.

And finally…

Your own business model is likely to improve. Consider how you’ll be better able to retain and recruit the right staff and keep motivation levels high. This approach can filter down to cost-savings, resources, being more environmentally friendly, finding new clients, expansion and just plain doing better business… And guess what? You’ll feel great about it too!

About the author
Sue Haswell has been in PR, marketing and sales for more years than she’d care to mention. Her own business Big Results, launched in 1997, and is based in South Devon, offering creative PR to clients small and large, throughout the UK.

Past and current clients include Cosmopolitan ™ (licensed products), Jane Shilton ™ , Central Trains, Corus, Pago Fruit Juices, Coventry City Council (Coventry NDC) and Groundwork the environmental charity.

Sue offers a range of services stretching from pure consultancy, to implementation and PR coaching, helping SME’s to take charge of their own PR and marketing.

“I LOVE working with clients who want to see results, and who are prepared to try something a little different! You don’t get noticed if you’re doing the same as everyone else, so I like to stretch the boundaries, maximise my clients’ impact, and keep their costs down.”

Sue has had one book published (PR Superstar) and a several more books “nearly ready to go!”

Website: www.bigresults.co.uk

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