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We’re all human, so there are certainly clients and projects that we get more excited about than others. Times that we wake up motivated and want to redouble our efforts to be the best we can be. There are also times that we would rather give a bath to a wildcat than deal with the client walking through the door.

Regardless of how excited or demotivated you are, you have to approach each client like they’re the most important client you’ll ever have, because they are.  In a world of instant communication (Yelp, Google reviews, Facebook, Twitter, Instagram), we have to consider just how quickly someone can tell the world how wonderful their experience was. A few years ago, you had to provide service to a news anchor to suddenly have 1000s of people see how talented you are…now, almost every customer can share satisfaction (or lack of) with the world.

Clearly, social media reputation management is not the only reason to treat clients like they’re the wonderful creatures they are, but it’s a strong enough motivator to keep it top-of-mind. Personal pride in your craft and a goal to move the industry forward are your driving force — just think of social media activity as those little bumps on the side of the road that alert you as you drift off the sides of the street. They aren’t the motivation to not die in a fiery crash, they’re the reminders to keep your ass in the road.

[originally published for Salon Today]