Remember Me: A Thanksgiving Parable of Marketing

"I'm the client who comes to your office, sits down, and patiently waits while the receptionist does everything except to see how she can help me, let alone make me feel welcome or offer me coffee.

I'm the one who waits and waits for you to return my urgent call.

I'm the person who sits quietly in your office while you have a conversation with one of your subordinates or colleagues.

I'm the fellow who brings in his tax return in February, only to receive a phone call on April 14th telling me that you have to file an extension.

I'm the client that you turn over to a novice or new hire who knows nothing about me and without communicating with me why you did it -- I thought I hired you.

I'm the person who receives your bill, can't figure it out, but is simply too tired to try to get a hold of you again, so I merely pay it.

I feel more like another file to you than a human being.

You might think that I'm a good client.  But do you know who else I am?  I am the Client Who Never Comes Back, and it amuses me to see you spending all sorts of money every year to get me back into your office, when I was there in the first place.  All you had to do to keep me was to give me a little service, show me a little courtesy and say 'thank you.'"

- An Anonymous Client

 

What is your firm doing this season - and the coming year - to make your clients feel wanted, important and welcome?

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by Allan Boress, CPA - Based on over 25 years being a practitioner and consultant to the profession. Mr. Boress is the author of 12 published books in 6 different languages, including a best-seller, The "I-Hate-Selling" Book.

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