Using the right term when referring to the people who patronize your store can make all the difference in the world.



With that thought in mind... STOP using the word "customer" and START using the word "CLIENT." It's a subtle change, but watch the impact it can have in the self-¬esteem department when you're escorting a shopper through the store.

WHY?

It's simple. You see, the word "customer" implies that the person just buys things from you. But the word "client" implies a close relationship in which you are helping someone (namely ... your "client").

Clients are people you care about - people with whom you have a history. Customers are just people who buy from you, and. who may or may not ever buy from you again.

It seems that as far as common perception goes, business people tend to think of customers as nuisances, but clients are more important and are treated as such.

Many billion dollar direct sales companies train their staffs to refer to customers as clients. You should do the same.

Go ahead. Start using the term "client" yourself. In fact, the entire team of sales associates should refer to customers as clients. Do it. And watch how much your clients will like it and respond favorably to it.

Three years ago we put this strategy in place at TMS. An added benefit is that each time your employees say client rather than customer it reminds your employee that you want clients (long term associations) rather than customers. It is one of those little things that are huge in creating the customer service experience you want to maintain.