Enhance Your Personal Brand With Memorable Client Experiences | Larry Easto | Skillshare

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Enhance Your Personal Brand With Memorable Client Experiences

teacher avatar Larry Easto, Best-Selling Writer

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (31m)
    • 1. Introduction

      1:45
    • 2. Quality Service = Satisfied Clients

      4:33
    • 3. Routine ... or ... Memorable?

      5:36
    • 4. Surprise Your Clients

      5:08
    • 5. How to Delight Clients

      5:57
    • 6. Now Its Your Turn

      2:55
    • 7. Conclusion

      3:23
    • 8. Your Next Steps

      1:17
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About This Class

Before learning about this class, take a moment to think about the most memorable experience that you have ever had as a client or consumer of a service.

It really doesn’t matter what the service was: it could have been business or personal, necessary or just for fun.  As long as you, or someone else, paid for the service, that will work.

Think about how you felt about the service-provider immediately after the service was provided. 

How do you feel about the service-provider now?

Would you recommend that service-provider to others? … refer people you know to that service-provider?

How would you feel if your clients were as delighted with you and your services as you are about the service-provider who delivered such a memorable experience?

In a nutshell, that’s what this class is about. As the title promises, it will help you do not just satisfy clients: it will help you delight them with memorable experiences.

This in turn will help you generate more repeat and referral business than you ever thought possible.

In four learner-friendly video lessons you will:

  • Understand why quality service is the first step to delivering memorable client experiences
  • Recognize the value of delivering memorable client experiences as a business development strategy
  • Learn how to prepare to deliver memorable client experiences
  • Select which of 9 tools to deliver memorable client experiences are best for you

All things considered, when you complete the video lessons and class project you will be well positioned to super-satisfy and delight your clients.

Not only will that help you feel good about yourself and services, it will generate oodles of new clients and lots more business for your business.

And to make good things even better, when you complete the class project, you will receive a free copy of Professional Fees As Marketing Strategy.

And what’s even better, when you complete the class project, will qualify for a free copy of Professional Fees as Marketing Strategy.

This small eBook is based on the premise that the true value of your services to clients exceeds the dollar amount of your fees … several times over.

With this knowledge, you can help clients understand and appreciate the true value of the benefits that they enjoy from your services.

Recognizing that the value of the benefits of the service far outweighs the dollar amount of the fees will satisfy and probably delight even the most fee-conscious client. 

What a great way to exceed client expectations and delight them with your service.

 

Meet Your Teacher

Teacher Profile Image

Larry Easto

Best-Selling Writer

Teacher

If you earn any part of your livelihood by selling your services, I want to help you attract more clients.

In other words, I want to help you generate more of the new business that you want and deserve.

Long story short,  I have come to understand that marketing services is all about establishing and maintaining relationships with those wonderful people we love to serve … and are good at satisfying.

These marvelous folks are also known as ideal clients.

As short, user-friendly learning opportunities, Skillshare classes can help busy people like you learn more about what marketing is as well as the skills necessary to ge... See full profile

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Transcripts

1. Introduction: Hi there. I'm Larry East. Oh, welcome to my online class. Stop satisfying clients delight them with memorable experiences. This class is about one of my favorite marketing concepts. Quality service. At the beginning of my legal training, I was fortunate to meet and work with a truly amazing person. In addition to being the senior partner of the law firm where I was a student, W. Ross MacDonald was a very successful and highly respected politician. In terms of client service, Ross's mantra was always look after your clients and they will always look after you. At the time, I thought it was a neat catchphrase to raid on an index card and keep his reminder. Now, looking back, with the advantage of experience, I can recognize the value of roses belief. The first part is all about what we now call quality service, and the second part they will always look after you is about the benefits that we enjoy from satisfy. It says buying clients repeat business testimonials and referrals. By the end of this class, you will understand what quality service is all about how to reframe your routinely good services is memorable experiences how to identify and eliminate client sacrifices and tools were delivering memorable client experiences before getting into the course itself. There's one other important thing to keep in mind. The class project will get you started on the process of delivering memorable experiences. Assuming that the process unfolds the way it's intended, you will have a very clear idea of how to dilate your clients with memorable experiences. Imagine how great that will feel, toe have an ongoing flow of repeat and referral business. So let's get started. What is quality service? That's in less than one. 2. Quality Service = Satisfied Clients: simply meeting clients. Expectations is not always enough to ensure repeat and referral business from satisfied clients. In order to position yourself for this new business, it's important to exceed client expectations. For service providers, the quality of our service is the most logical place to identify opportunities to exceed client expectations. Over the years, too many people have written and spoken to many words about quality service. Many of these words air tried to define quality. Despite the best intentions of these writers and speakers, their efforts have achieved little more than complicated, very simple issue. What is quality? Quality is which your clients say it is nothing more. Nothing less. Technological advances have moved us to the age of instant gratification. Email allows us to communicate instantly with others we've all come to expect and receive instant gratification to our needs and wants. The same desire for instant gratification is spilled over into the areas of area of service delivery. Through computer technology and the Internet, clients have instant access to a staggering array of information services. Instead, access is the norm. This creates intense pressure on people like us who provide services like quality service, timeliness of services divide defined by individual clients. One of the best ways to include quality in your service is to add something of value. Added value could take the form of additional information provided it's accurate, useful. The nature of information that you add to your service is limited only by your resources and imagination. By providing clients with reliable and helpful information, you begin to serve your clients and contacts as a trusted adviser. These new standards must continue to be met or better still, exceeded clients will notice when you failed to meet your standards of quality. And when you fail to meet the very standards that attracted clients in the first place, your clients will look elsewhere for someone else. To someone to help them said, is my clients or one of your most valuable assets? It's satisfied clients or recommend you to. Others. Refer others to you, hire you gain and keep your client pipeline flowing smoothly. At one stage of my career, I was about to start a new job, for which I needed a car. I chose the least a used vehicle and arranged to discuss my need with the general manager of a car leasing company located in the neighborhood. I chose this company because I knew and trusted Jose the manager. When I signed the lease, I was surprised and pleased to learn that the monthly payments were considerably lower than my budgeted amount. But the story doesn't end there. Three months before the lease ended, the car broke down was on dry verbal. According to the terms of the lease, I was required to turn to return the car leasing company in drive over condition because I didn't know what other repair costs they might face. I was re elected to spend the money on repairs, so I called Jose to discuss the situation. He said that the top priority was getting to get me driving again. But to do this with throwing good money after bad who's they arranged for a mechanic to assess the car to determine how much it would cost to get up and running. Repair costs were estimated $2700 mechanic advice that once this work was completed, no further major repairs could reasonably be expected. Everyone agreed that the best approach was to repair the car. The leasing company covered the repair costs and rewrote the lease for another two years. Not only was I not required to make any contribution of the repairs, the monthly leasing costs remained exactly the same. Initially, Jose could have easily provided the kind of car I said that I wanted at my budget the price that would have met my needs, wants and expectations. But he did more in providing a bigger car at lower price. He exceeded my expectations. That's a variation on the quality clients surface principle of under promising and over delivering. His response to the problem of the breakdown was the perfect example of moving beyond routine service into a memorable client experience. Certainly Jose and his company benefited from financing the car maker prepares and rewriting the lease, but I don't think that was his motivation. Three company was big enough and busy enough that revenue wise, the revenue from my rewritten least probably did little more than pay the phone bill I took . Jose is worried that he wanted to keep me in the car on the road, and he did whatever it took to make that happen from a client's respective. It felt absolutely amazing. The fact that it happened about 15 years ago and I'm still delighted about it shows the staying power of memorable client experiences 3. Routine ... or ... Memorable?: one of the best ways of exceeding expectations is by reframing your routinely good services as memorable experiences for your clients. When you're good, what you do, it looks easy to do your work. And the better you become, the more routine your work appears. Well, this may improve your efficiency. It also raises the very real risk of clients undervaluing your work. Shift your clients attention for your efficiency to the value that they received from your service. The value that service professionals delivered to clients is helping making the transformation from where they are to where they want to be. By shifting the attention to the value that clients receive, you could maintain a strong client Focus for your service. Invariably a strong client focus leads to improved quality service and increased client satisfaction, each of which helps generate more repeat and referral business. I used to blow a lawyer named Milton who treated Law Maura's performance Earth in the professional practice that air governing body insisted upon. Despite the popularity of the concept of reading a will as a dramatic tool in movies and stage productions, there is no legal requirement for such a step. Typically a lawyer next of kin or executor reads a well soon after a person's death in order to make funeral arrangements and start the process of administering the estate from their A will becomes a blueprint for administering the estate. For Milton, reading the will represented an opportunity to present a memorable performance when and where appropriate. And with the approval of the executor, he was scheduled meeting of the will in his conference room. He then invited beneficiaries and anyone named in the will to attend the meeting. On the appointed day, those people invited would be ushered into the conference room, where they would wait for Milton. Once everyone was seated, he would make his grand appearance dressed in his lawyer gown, take his place at the head of the table and dramatically read the will. More often than not, the people present were so impressed with the drama that the details of the will were soon for gotten. At the time I knew milk, my thought is reading The will events were little more than pompous foolishness, for which we, as lawyers, were well known now with a better understanding of marketing and the power of memorable client experiences. I can see these events as brilliant, memorable client experiences. The more memorable clients experience in dealing with you, the more likely they will respond with more repeat business and referrals. As proud as we are about our service, invariably, there are bad things about our good stuff, perhaps were so impressed with how well we help clients that were unaware of what clients must accept in order to enjoy the benefits of our service. Take, for example, professionals such as lawyers, accountants and others who choose duplicate their operations in large city cider office towers. No question that their premises accurately reflect the high quality of the professional services. But what about potentially idea clients whose businesses air located in the suburbs some distance away? What bad things was? Must these potential or even actual clients, except in order to enjoy the benefits of the professional services in person meetings that professional professionals offices required travel time costs and physical energy? In order to enjoy the benefits of the professional service clients must expect except the disruptive commute many people chose to confuse the convenience of beating clients and coffee shops. Certainly that option eliminates travel hassles, but at what cost? As a client, I expect privacy and confidentiality when dealing with a professional. Despite the range of menu offerings, few coffee shops offer much in the way of either expected factor. Immediate coffee shops. Clients must accept reduce privacy and confidentiality. Those of us who choose to provide our services online are not exempt from. Expect their clients to accept bad things about good service. No online communication applications. Air 100% reliable. Sometimes they offer great sound and lousy video or vice versa. Other times the connection disappears and reappears for no apparent reason. And at other times, one or other of the parties get confused about different time zones. I know I've been there to start to raise our services above the routine standard. We must take a serious look at those bad features we expect clients to accept in order to enjoy the benefits of our services. Maybe we can change these things. Maybe we can't if it's possible to eliminate the things that clients must accept. By all means, do whatever it takes to get rid of them. Otherwise, do whatever you can to minimize the sacrifice that clients must make. Keep these sacrifices in mind when adding value to client services. At the very least, the value that you add should offset, or preferably exceed client sacrifices. Not only is the best added value non financial in nature, it should not even be measurable in dollars. Ideally, the value that you add will help clients bring about the transition for which they hired you. What must clients except in order to enjoy the benefits of your service? Is that the time and hassle involved in getting to your officer meetings or the frustration of trying to navigate a chunky website or work through an awkward telephone system? What sacrifices must clients except in order to enjoy the benefits of your service? 4. Surprise Your Clients: What does it mean to exceed clients? Expectations? It means changing the way you think about deal with and speak to them. Greet them on the phone and in person with same joy, sincerity and enthusiasm with which you agree to Good friend. It also means pitching in when a client has a problem. Clients appreciate it when you care about them, as individuals continue to acknowledge and assure your clients that you care about them, that their MAWR important than just revenue sources exceeding clients expectations means seeing them as valued business partners whose well being in success are interconnected with your own and needed some professional advice regarding a family issue. Another friend recommended Bob, located in a popular shopping area on the second floor above a store. Based on her friend's recommendation, she scheduled employment on the day of the appointment. She hit it off to Bob's office. After a short but unpleasant commute by public transit, she arrived at the area of town where his office was located. Driving would have been faster, but the heavy traffic and the busy commercial area would also meant parking, which would have been next to impossible to find. So she chose public transit, which resulted in a long walk from the nearest stock. Although she found the street address, there was nothing to indicate the presence of Bob's office. She opened the door upon which the street number appeared and found a dimly lit stairway leading up to a landing. After climbing the stairs, she found a door with Bob's name on it, together with an invitation to please enter. When she entered the office, she found a tsunami of file folders. Every horizontal surface was stacked with files surrounded by files and piles of paper. There was a man eating his lunch noticing, and he greeted her and introduced himself Is Bob. After clearing files from a chair, he invited her to have a seat in the meeting began. According to end, their meeting was as chaotic as the office. Bob was badly organized and only provided information that was Ridley available online at an appropriate time and left and had no further contact with Bob. About eight months after the meeting, Bob sent a big bill for services rendered. Clearly, this story represents a service business at its worst. They're two aspects of the story there, comment worthy first and foremost is 100% true. And if that's not bad enough, unfortunately, it's not uncommon. I've seen and heard about MAWR office experiences like Ends than I care to remember. As much as I'd like to comment on Anne's willingness to even enter the morass of in office , I'll take a pass. That's another story for another time. Secondly, this story illustrates the concept of clients sacrifice that explained in the previous lesson. Instead of focusing on the problematic nature of the issues along the way, consider every hassle that and encountered as an opportunity for improvement. Take, for example, the office location. Presumably, the location is good for people in the neighborhood who know what's there and can walk to it. But what about potential clients who are not from the area? Reframing ans issues with Bubs location as opportunities for improvement. One. What could Bob do to make it easier for potential clients to find its office? And secondly, what what could he do to make his office bore welcoming to potentially new clients? The point here is not to criticize Bob's office management practices. The point is no identify how he can turn problematic issues into positive features. Putting aside Bob and his office management practices, think back to the questions raised at the end of the previous lesson. What must clients except in order to enjoy the benefits of your service? Is that the time and hassles involved in getting to your office for meetings or the frustration of trying to navigate a clunky website or work through an awkward telephone system? What must clients except in order to enjoy the benefits of your service? Linda, a real estate agent, learned of a natural gas explosion your client's home. When she managed to track her clients down, she learned the family was fine, but their home was severely damaged, virtually unlivable. Using her resources, Linda found housing for the family, and after negotiating a short term rental, she arranged an immediate move all within two hours of learning. But the emergency Linda's clients made no sacrifices to benefit from her help. She did everything possible to reserve resolve our clients problem. Certainly, finding alternative housing and two hours exceeds all reasonable expectations, Great client services one and the same as memorable client experience. And like all self employed service providers, Linda did not require anyone's permission or approval to help her clients 5. How to Delight Clients: there are no hard and fast rules for creating memorable client experiences. Nor is there one size fits all approach that it's always effective for each and every service professional. How could there be? As professionals, we're all unique. Our clients are unique, and every client relationship is unique. Here are some tools to help get you started on creating memorable client experiences. Hopefully, they will help you develop your own approach to consistently providing clients with gold standard services and memorable experiences. In reviewing these tools, there are two important factors to keep in mind. First, this is a This list is a starting point, not an inventory of all available options. The only limitation to your options are those limitations that you place upon yourself. And second, continuing to deliver memorable experiences is an ongoing process that requires constant updating and refreshing. Once clients start to expect a specific experience, the magic starts to fade. What was once memorable soon becomes a standard and forgettable commodity. By switching to us from time to time, you could ensure the continuing delivery of truly memorable client experiences. Sometimes we need a little help from our friends and sometimes their clients need help in understanding the value of how we've helped them. Don't assume clients fully recognize how you help them make the changes. They want it help them appreciate the difference your services have made in their lives. This approach, considered suitable for professionals whose services and the benefits that they deliver are not widely recognized, widely recognised or understood. This includes experts whose work helps clients increase their health or happiness. Seldom do clients have only one issue to resolve. Include your network of contacts and helping clients, the more issues that can be effectively addressed at the same time, the were memorable decline Experience Helping with Client with Contact Services offers the ideal win win win scenario for your clients, your contacts and you. Despite the best of intentions and efforts, we cannot motivate our clients to achieve greater things like us. Their motivation comes from within themselves. We can inspire them fanning their internal pilots on motivation. Knowing what energizes and empowers individual clients we can help them achieve their desired results is ideal for professionals with ongoing relationship with clients. Thes relationships help us identify what inspires individual clients, as well as how and when to deliver the necessary inspiration to continue working to achieve their goals long after they've achieved their goals. Your clients will remember your inspiring support. Changes a never ending process. Once our clients have brought about the changes they wanted, they must assimilate thes changes. They must also anticipate the change is yet to come by giving information products to clients. You offer ongoing support without being there in person. Gone but not forgotten. Many of us collect memorabilia is tangible artifacts of the experiences that we want to remember. We also use these artifacts to showcase, perhaps even brag about what we experienced. What kind of memorabilia resonate with you. Why, what similar tangible about tangible agents would help clients remember you and your services. This approach is suitable for all service professionals who use or could use tangible items as part of delivering their services. These items could include pens, briefcases, workbooks, forms and so on. If you don't have any of these items, check out promotional specialties and 19 items Carefully chosen. Advertising sway is excellent member memorabilia. As self employed service providers, we frequently give and resync thank you gifts. What kinds of gifts do you actually enjoy receiving what was the best thank you gift you've ever received. Gifts that show some thought went into them are best, for example, had written notes, referrals? Lincoln recommendations are all good. Things are good for anybody who ever has occasion to thank a client. And that would be all of us right to make, to give truly memorable select gifts that are most compatible with your personal brand and the value that the clients received from your service. Memorable client experiences are extraordinary. There also amazing, exceptional, fantastic, incredible, marvelous out of the ordinary, outstanding, phenomenal, remarkable, singular, stupendous, surprising, terrific, uncommon, unique and unprecedented. And so is V. I. P. Treatment. What better way to deliver memorable client experiences than by treating your clients like the V. I. P. S. They really are delivering memorable experiences represents the absolute best way to enhance your personal brand. Your personal brand distinguishes you from all others. It defines what is unique about you and how your service helps clients. It is, in effect, what helps you stand out in a noisy, crowded marketplace. At the bare minimum, your personal brand includes meeting clients, needs and wants, and it's best it's also about exceeding their expectations. Not only does delivering memorable experiences help you stand out from the crowd, it raises your brand high above the crowd. What better way to help your band of loyal brand fans become passionate supporters, ready, willing and able to sing your praises and for motor services at every opportunity, with art and supporters like this, who needs paid advertising? 6. Now Its Your Turn: making transitions such a starting to deliver memorable client experiences is kind of like swimming in cold water. Having spent every summer of my life in Canada, I know only too well the challenges of swimming in our cold. Some would say frigid waters. It seems to me that there are three basic approaches to making the transition from summer pleasant air temperature to cold water. At one extreme is the gradual, step by step approach, hoping that as your body gets more accustomed, the water temperature it will be easier reached total submersion. Although many people advocate this approach for me, it merely extends the discomfort of entry and Elise the pleasure of the swim. At the other extreme are those brave souls who jump right in once the initial shock wears off. Invariably, they exclaimed, It's not too bad once you get used to it while gasping for breath. Regardless of the number of times I've heard and said this done since I still don't believe it, jumping into cold water does nothing to change the air temperature. It only changes your mindset, which is not always a bad thing. Somewhere in between is the walk and diving approach. This combines a faster, step by step approach until you're about waist deep, followed by headfirst. Dive into the water. That's my favorite approach. Not only does it short in the discovery of injury, it offers the pleasure of a swim sooner. It's not bad once you get used to it. A. Hopefully, this class is allowed you to symbolically dip your toe into delivering memorable client experiences. Assuming that you are sufficiently interested to try it out, you three basic options for making the transition into the full on delivery of memorable client experiences. The first is the gradual, step by step approach, like the entry into the cold water approach. This involves taking small steps such as reframing client sacrifice as opportunities and taking appropriate action, improving client service and exceeding client expectations. The second approach is the faster step by step approach, like the corresponding entry into cold water. This involves taking small steps faster, and when you're ready, jump right in. This would involve taking the three small steps identified night and won, and when you're ready, move on to the full on delivery of memorable, memorable Clyde experiences. And finally, there's a jump rate in approach. This involves moving immediately to the full on delivery of memorable client experiences. Although the most challenging this approach will generate the best results, not only with clients began to enjoy the benefits sooner, this approach would make it easier to take the smaller steps identified earlier. Your memorable client experiences will be the magnet, drawing your existing client service practices up to the higher benchmark level. The right upfront option for you is the one that works best for you and your way of doing things. 7. Conclusion: simply meeting clients. Expectations is not always enough to ensure repeat and referral business from satisfied clients. In order to position yourself for this new business, it's important to exceed client expectations for service providers. The quality where service is the most logical place to identify opportunities to exceed client expectations by everything that has been written and spoken about quality. There are two fundamental elements of quality service first media, clients needs and wants, and second meeting or preferably, exceeding clients expectations. The quality of your service is so important to your ultimate success. There should be reflected in everything you do, especially your personal brand and marketing communications, both offline and online. When you're good at what you do, it looks easy to do your work. And the better you become, the more routine your work appears. Well, this may approve. Improve your efficiency. It also raises the very real risk of clients undervaluing your work. The value that service professionals delivered to clients is helping making the transformation from where they are to where they want to be. To start to raise our services above the routine standard. We must take a serious look at those bad features we expect clients to accept in order to enjoy the benefits of our services. Maybe we can change these things. Maybe we can't if it's possible to eliminate the things that clients must accept. By all means, do whatever it takes to get rhythm. Otherwise, do whatever you can to minimize the sacrifice that clients must take in order to enjoy the benefits of your service. Delivering memorable client experiences represents the absolute best way to enhance your personal brand. Your personal brand distinguishes you from all others. It defines what is unique about you and how your service helps clients. It is, in effect, what helps you stand out in a noisy, crowded marketplace. At the bare minimum. Your personal brand includes meeting clients, needs and wants, and at best it's also about exceeding their expectations. Not only does delivering memorable client experiences help you stand out from the crowded marketplace, it also raises your brand high above the crow. What better way to help your band of loyal brand fans become passionate supporters, ready, willing and able to sing your praises and promote your services at every opportunity? With ardent supporters like this, who needs paid advertising to promote your brand. Hopefully, this class has allowed you to symbolically dip your toe into the don't into delivering memorable client experiences. Assuming that you're sufficiently interested to try it out, you have three options for making the transition into the full on delivery of memorable experiences. First, gradual, step by step approach. Secondly, the faster step by step approach and thirdly, jump right in your memorable experiences will be like a magnet, drawing your existing client service practices up to the higher benchmark level. The right option for you is the one that will work best for you and your way of doing things. 8. Your Next Steps : It has been a real joy for me to share some of these ideas with you. It is my sincere hope that you will learn some new things that will help you delight your clients with memorable experiences. Just because it's the end of the class, it doesn't mean that you'll be on your own to face whatever marketing issues that may pop up down the road. Once your complete your class project, you can download your free copy of professional fees as marketing strategy. Why would you want this book? Most service professionals are uncomfortable discussing their fees. Many are embarrassing. React offensively would asked about their hourly rate like it or not, service professions air frequently perceived as charging too much for small amounts of work . This e book with popular and how the financial element of fees can open the door to an explanation of the valuable benefits that clients received from your services. And this, in turn, will help elevate your services into the realm of memorable client experiences. Let's keep in touch through the community forum. Thank you so much for participating this class. Keep on being awesome