Who is your #1 Client?

The Wrap Biz

By Matt Richart

I start off with this question as my header to give you something to think about. Ask yourself who is your number one client that brings you the most business. I was asked this same question by our business coach about three years ago. We were having lunch discussing business plans, strategies, growth rates, and other topics, and our coach asked this question to Dallas and myself. I started to comb through my mind on what client had been with us the longest. I then started to think of who was generating more revenue than other customers that we had built over the past twenty years in business. The more I thought about it the more difficult it became. After a minute of pondering who that number one client was, I reeled off a few customers while Dallas shook his head in agreement. Our business coach responded to both company names with a no. After naming the third client on my top three list he replied with a no again. I was now a little confused and, to be honest, a little frustrated because I thought this guy really didn’t know our business at all. He paused for a second and said I know who your number one client is. Dallas and I both responded, “Well then, who is our number one client”? He calmly said your number one client is your TEAM. After hearing this statement, it started to sink in and finally hit me hard. Your team is your number one client because that is who your clients deal with daily even if you are also involved in every aspect of your business. Your team provides the services, installation, design, production, and communication, and allows your clients to have that experience with your company. If this is all done correctly and consistently it will make you more profitable, which in the end is the main goal.

The day I truly realized how important our team was to our business and growth really changed the way I looked at our roster of talented individuals. I don’t think I ever took for granted what our past team members contributed to our business or what our current team members continue to do on a daily basis. Dallas and I believe that we have always treated our team members with respect and created an atmosphere that allowed people to be creative along with producing amazing wraps. With that said my biggest mistake was focusing on our client base more than our team. This is where I missed the mark in not realizing that our team was our number one client. I think it’s difficult to think about these matters when you are solo or only have a small team around you. Keep in mind that everything is relative regardless of the number of team members you have in your organization. When we first started out in business, we were limited to the number of installers that were available to work along with being able to afford to pay someone a respectable wage for the type of work we require to be produced here at Digital EFX Wraps. Once we were able to find wonderful team members who could contribute to our success, we really started to focus more on our team just as much as our clients. We are very lucky and fortunate to have most of our original team still employed here. Over 80% of our staff has been with us for over ten years or more. A few of our first hires are hitting the sixteen-year mark. To be in business for twenty years your clients have had a lot of interaction with your team over that time frame. Our business just like others reading this article have a sales department, design team, installation team, and other administration tasks that require communication and transparency with your clients. This is what brings you more business, more leads, and most importantly more revenue. Your sales team should also be harvesting more business from your existing client base which in turn allows your company to grow by taping into more customers. I like to call this new blood or new lifelines of customers that you can have for decades to come if your team is treating your clients the way they should be treated.

We finally started to invest in our team or as we now say our number 1 client. The first step was to create a vision and mission for our team that they could believe in and work by. The second step was creating a culture that I discussed in my last article. When your team feels your culture and lives by it that’s when your clients experience your culture as well. The third step is investing in your team through education and training. I have said many times before that you must slow down to speed back up. This held true when we went back and re-trained our installation team on what our procedures were and why we executed them in that manner. We also realigned our team so that each member knew what was expected of them, what their strengths, and weaknesses were, and what they excelled in. Taking the time to focus on our team and how we can be more proficient, skilled, and confident allowed us to gain more business. Every time we dedicate effort to our team it reminds me who our number one client is. It reminds me why we are doing things differently than twenty years ago. When I walk into our facility each morning I try to greet and interact with each team member, when possible, to get each day started out the proper way. If our team is energized and dialed in that will carry over to your clients. I truly believe business has a lot to do with feelings and the vibe you get when you walk into another business. Our clients hopefully feel this when they step into our building each day. Try to take some action on how to get more training and education injected into your team. When I find small videos or blogs about life lessons, business ideas, or just something motivational I will share these with our team. This is another great way to keep your team motivated and engaged so that your clients will feed off that great energy. It really becomes a great working relationship between your team and your clients.

Treating your team members as your number one client is the best way to drive loyalty and retain top-level talent in your industry. This also will attract better talent when that time comes for you and your company. We also instill in our team how important they are to this company along with being Digital EFX Wraps’ number one client. When you can humanize the employment experience it creates an environment that your team members want to be a part of. If your team feels that way you can only imagine how your clients feel! Make your team your number one client today if you haven’t already started that process. If you are a solo entrepreneur make yourself your number one client from the beginning. I wish I had but we all live and learn.

Matt Richart Matt@digitalefxwraps.com

Co-Owner/CFO, Digital EFX Wraps LLC.

Instructor, Inside The Wrap Shop