Dr. Bob Wright | January 14, 2016

How to Make Your Clients
and Customers LOVE You

We all want client and customer loyalty. You want your customers to love you because it leads back to your pocketbook and your bottom line. You know what? It’s not about that.


If you truly want to get your clients to love you and stand behind you, you have to love them back. It’s that simple. If you engage with your clients in a genuine, honest manner, and if you care about them and connect with their yearnings on a human level, I’m telling you: most of your clients will love you.

Engage and Communicate

It’s about understanding the continuum of engagement and communication. It exists in all relationships: not simply romantic relationships but client relationships as well. There’s a spectrum of engagement.

On the left side of the spectrum, you’re on the phone with your client and they can hear you click-click-clicking away as you browse the Internet while they drone on. Likewise, maybe last week, you showed up to a meeting, but you didn’t participate. Maybe you were half-listening, but your mind was on your next client, everything else you had to do that day, or where you wanted to go for lunch.

In these examples, you’re disengaged.

On the right side of the spectrum, you have honesty and openness. You’re engaged in every client interaction. You care about making a connection with your individual client: learning who they are and understanding their yearnings and desires. You can see the ways they want to be known and make a difference, and they can see the ways you want to be known and make a difference.

You’re communicating. You’re engaged.

Conflict is Okay

Every single client isn’t going to love you. There will be things you do your client won’t love. There will be times when you screw up or when they screw up. Frankly, you might not even like certain things about your client. (Maybe they have an annoying voice or they talk endlessly about their cat.) Still, if you approach every interaction from a place of love and understanding, and if you work to see your client for who they are in an honest light, you will connect.

Just like relationships, we have to get down to the heart of the conflict to understand where both sides are coming from. Rather than shying away, it’s about engaging and working together. In our forthcoming book, The Heart of the Fight, we talk about fighting fairly and following the rules of engagement.

These same rules can be applied to your customer interactions as well.

As you energize your life and ignite your world, you’ll inspire transformation in others. Clients will love you and want to engage with you because they will be drawn to the way you see them and engage with them.

Tap into Yearning

Yearning is a deep longing. It’s not simply wanting to make more money or wanting a new car. It’s about something that can be realized in the here and now. You may yearn for attention or yearn for validation. Clients may yearn to be heard and listened to.

The bottom line of making your clients happy and getting them to flock to you is to keep your vision focused toward the greater good. Put yourself out there—but not in a way where you’re constantly “selling” or “always closing.” Figure out what your clients’ needs are and how you can meet them.

This means keeping up on communication. Keep up your social media and your blog. Let clients know the wonderful things you’re doing in the world and exactly how you can meet their needs.

If you’re selling a product, you need to understand your client’s need for that product. How will your goods or services meet their needs and help them become happier, healthier, or more successful? When you tap into the underlying need, the product or service sells itself. Not only that, but clients will promote you as well.

You’ll attract more clients by shining and radiating to those who need your services.

Attract your clients, rather than seeking them out. Do intentional networking and find ways you can touch others’ lives and energize them. Find new ways to engage and to understand the needs and yearnings of your customers. Follow your vision and hold to your mission. By wanting to serve people with the services you offer (rather than selling your services), you’ll see a paradigm shift in both the way you interact with clients and the way they interact with you.

Through this simple shift, you will engage more fully and find yourself connected to loyal customers who love you just as much as you love them. It’s part of social and emotional intelligence and transformational leadership. Once you embrace it, you’ll find you will become your client’s trusted advisor.

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About the Author

Bob Wright

Dr. Bob Wright is an internationally recognized visionary, educator, program developer, leadership and sales executive, best-selling author and speaker. He is a co-founder of Wright and the Wright Graduate University.

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Wright Living is a division of the Wright Foundation for the Realization of Human Potential, a leadership institute located in Chicago, Illinois. Wright Living performative learning programs are integrated into the curriculum at Wright Graduate University.