What Clients Want

“I must learn to be content with being happier than I deserve.”

Your customers are like the characters of “Pride and Prejudice.” You know the book-made-movie… the good one — with Keira Knightley, Donald Sutherland… and Matthew Macfadyen as Mr. Darcy.

Let me break it down for you:

Mrs. Bennett — Always worried.

Them: Am I paying too much? A waste. Am I paying too little? Then I won’t see the results I want — thus, a waste. What if I made the wrong selection altogether? Oh… it’s working! But — what if it stops? This growth can’t last forever….

Mr. Bennett — Set it and forget it.

Them: I’ll trust them to do their job. If they are successful, then I am successful. If they fail, I’ll take what I’ve learned and find another.

Jane Bennett — Hot and cold.

Them: I really want to work with this company but they mustn’t know… maybe they don’t like me, or they’ll charge me more if they know I’m interested.

Lydia Bennett — Mind of her/his own.

Them: Why yes, I think I will announce this new product, in x,y,z way without talking to my marketing and PR department first! Who cares if it’s on brand or offends anyone?!

Mr. Bingley — Hide and seek.

Them: Oh yes, I like you very much and would love to work with you!

*Won’t return your calls or emails.*

Mr. Darcy — Chase me.

Them: You know, we’ve been at this for a while and you seem unwilling to come down on price so I think it’s best I look elsewhere.

You: Ah, yes. Well — we must agree then. We won’t be able to bring you value for the work you’re asking at the amount you’d like to pay. We want you to be happy — even if it’s not with us.

Them: Okay, I’ve changed my mind. Let’s sign the deal!

If you’ve watched the movie then you know all these lovely characters have one thing in common: they want a happy ending.

Happily married, happy walking around town to buy ribbon, happy attending balls in pretty dresses, well taken care of, safe.

And — that’s exactly what your customers want.

At the end of the day, they’re entrusting some part of their business — built with literal blood, sweat and tears — to you.

Once you learn how to communicate with them, you’ll both be more content!