Yes, love is a strong word. Unconditional love is even
stronger – but before you write this off, consider a parent to five children.
Of five children, there is a spectrum of behavior – not unlike customers or
clients. Parents love all of their children (at least, we’d all agree that they should).
There is always the option to “fire” a totally unacceptably unruly client. I contend that if you don’t fire a client or customer, then you need to show them the unconditional love and respect you’d show your top customers.
Sometimes customers become former customers for a variety of
reasons – needs change, budgets change, and for whatever reason we stop doing
Do you keep in touch? Are you of the mindset that only
“currently paying” customers get your attention?
This is a big mistake, alas one that many of us make in
Somehow you need to find ways to engage with current and
past customers – as well as future ones. Since past customers are more likely
to do business with you again (unless there was a big problem), if you treat
your past customers like existing or future customers, you’re more likely to
engage them in future business.
Hence, the unconditional love angle. Let go of any grudge or
issue that may have happened in the past, and you will be much more attractive
to that former client than you can imagine. We’ll talk next about ways you can
engage them positively – for now, you can comment on how YOU do it.