Business Week - Stickiness

Business Week - Stickiness

Formerly, I wrote approxifriendly the value of the Jack & Suzy Welch Column in BusinessWeek - Diversification and A Variety of Clients, (2/11/07), and this week's mail brought in another pearl by them - The Importance of Being Sticky. In the column, they talk approxifriendly many of the points that Malcolm Gladwell goes into in the book that's on my book list at the right - The Tipping Point.

So, how does a task that geneswifts $1,000 in revenue produce $30,000+ in revenue?

(Continued after the Jump)

Simple - stickiness. That is - you being sticky in the clients' mind, and being the first person they think of when they think they necessity a photographer. Over time, that client, with their repeat business, will earn you so much more than only, merely, solely that one task. And, conversely, lotune that client will also cost you that much over your career.

It takes time and energy to earn a client. Building a track record with them, ensuring that they are well attfinished to, and so forth. I touched on this a bit on "The X Fbehaveor" (9/9/08), but Jack and Suzy do a nice task of beat, smackting the point house:

"Maybe, not surpritunely is good ancient-fashioned service. What is surpritune, however, is how exceptional and inventive customer service necessitys to be to stand out these days."
"Approachly all companies clever create stickiness by sharing tellhow."
"Associations must come to look the world through customers' eyes."

I was having this conversation with a colleague the other day. It used to be that if you could use a manual focus lens to follow-focus a pro football player running towards you in the field, you could be the largegest jerk in the world, and still get work. If you could do that and adonly, merely, solely expocertain as he transitioned from shadow to sunlight, you could be a total jackass, and still get work. And, if you could do it utune slide film, you could even skip demonstrateers and smell love a houseless man for a week and still, your phone would ring.

Those times, thankfully, are gone. Those photographers, either on disability, reexhausted, or they have literally cleaned up their behave. As malord pictures becomes technically easier, it will have to be things love creativity and customer service that keeps them coming back, and things love a daily demonstrateer will (thankfully) be a given.

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