Sometimes an idea comes along that revolutionizes your way of thinking about a subject.
A conversation got started at Dawud Miracle’s site not too long ago, about “What Would You Rather Have, Clients or Customers?”
The ensuing conversation completely reframed the way I view people who come in and out of my business. Isn’t it just semantics? Hardly.
The way we orient to an idea will shape how we view it, the identity we give it, and the actions we take in relationship to it.
Practically speaking, the way you orient to your people will shape how you view them (broken, or just confused? helpless, or temporarily stuck? clueless, or just slightly off-target for the moment?). And that will radically influence how you treat them, what you expect from them, and the actions you take concerning them.
In the beginning, before all of this became conscious, I thought of people as customers: people who would buy what I had to offer (think: early jobs in retail sales). Then, it became clients: people who I served and cared for (think: years as a healer). And now, it has evolved into patrons: people whose causes I champion.
The dictionary defines patron as, “One that supports, protects, or champions someone or something, such as an institution, event, or cause; a sponsor or benefactor: a patron of the arts.”
What if you saw the people who came in and out of your business as patrons? Benefactors? Supporters of your visions and ideals? After all, they’re listening to what you have to say, signing up for your offers, and buying your stuff (you hope).
Here’s what the dictionary says about champion: “An ardent defender or supporter of a cause or another person.”
Is that you? Are you championing a cause? Supporting a certain population? Upholding and encouraging a set of shared values? And does that cause your heart to lean towards your people a bit more with compassion and caring?
I’d love to hear how this lands with you.
Image byClive Power.
And thanks to all who have commented on the previous post so far: Wendy Piersall, Ashley Cecil, Jonathan C Phillips, Mona Grayson
Patrons? Champions? I’m confused. It seems to me that Patrons and Champions are coming to MY defense and support. NOT the other way areoud. Isn’t that the way you defined it in the first place? So; Why did you end your query the way you did?
Sorry if that’s confusing, Charles. The idea is that you are your patrons’ champion. As the champion of your patrons, it’s YOU who are coming to their defense. (And, you could say the support is mutual; they support your business, and you support them in reaching their goals.)
Is that clearer?
This is a profound thought on a number of levels. Many of us are looking to take our relationships to the next level. But as a matter of perspective, this also encourages those of us who are looking to provide more value a way of measuring that progress against an increasing standard of significance. Finally, the concept of this relationship could push one into a different business altogether.
Good article!
Thanks, Steve — that’s a profound comment.
And it’s true; if it’s a significant enough paradigm shift, it absolutely could “push” you into a different business, especially if the old one was no longer serving your heart’s intentions.
I don’t know how you regard me, but I think the “patron” label fits. I ordered both your Inner Audio Series and your Communication Secrets because I think you’re doing great work and wanted to support you.
Don’t get me wrong, I have started listening to them and am getting something out of them, but the main reason I bought them is because I think we need more people like you in the world.
Hi Adam,
I really like the definition of ‘patron’ since I’ve been struggling with the ‘clients vs customers’ wording for a long time now.
Two questions…
1. How do people relate to being called a ‘patron’? Is that something you’d use in your marketing material, such as on a website? Pardon the unavoidable pun, but isn’t it rather ‘patronizing’ (def: “Showing condescending favor; assuming the manner of airs of a superior toward another”)?
2. I find most of my clients/customers/whatever that don’t turn out to be ‘toxic clients’ have all become ‘friends’ of mine. Is there are word that encompasses both an exchange of value as well as a relationship that deepens into friendship? To me, ‘customer’ seems too superficial, while ‘client’ is closer, but still too formal and impersonal for what I end up having with the people I serve.
Thanks, Jean, for the support! Warms my heart.
I do think of you as a patron, but it’s not limited to that. This blends into your questions as well, Trisha. I hold it that we have multiple levels of relationship with just about anyone who’s in our circle of influence.
Just as my wife is my friend, lover, advisor, companion, and more, my patrons are often clients, who become friends, partners, brainstorming buddies, etc. It’s such an individual thing, but I’m sure you get what I mean.
One of the main things that seeing people as patrons has done for me is that I no longer see a “one-up, one-down” relationship like I did when it was just customers or clients. I find that in those words, there is a sense of dependence, neediness, and ownership (in both directions) that I really didn’t resonate with. In patron, however, I see a person who is independent, strong, and just happens to love what I do. And that love engenders my love, caring, and friendship.
So, will I use “patron” in my marketing material? Well, I am now!
I personally think that if I treat someone in a patronizing way (like you mentioned), no matter what I call it, they’ll feel it. And the same will hold true if I hold people in the light of respect, honor, and trust.
Is there another word that “encompasses both an exchange of value as well as a relationship that deepens into friendship?” I honestly don’t know; maybe there is. Any ideas? I’d love to find out what comes of this…
Hey brother. I’m on the same hunt too. The only thing I’ve come to is to remember that we’re talking about people – who have hearts, minds, needs, emotions, etc. I think any term otherwise dehumanizes people a bit. So I’d love to find a term that does that less – or not at all. Let’s keep asking and keep looking.
How about the term ‘partner’? That speaks to me more of an equal exchange of value, rather than the ‘one up, one down’ relationship you mention. Still not sure how to use it in marketing material without sounding corny or, well, weird.
But, I guess there’s always room to explain it to prospects (another ‘yucky’ word I don’t like much) and that becomes part of your marketing.
Good Morning,
It’s gotta be synchronicity. I am just sorting out a website for an Intentional Healing practice and, because I too had a retail background, I was thinking *customers* or, on my ego days, *clients.*
Patron is such a good word! It fits the understanding that they are their own healers and that they are bringing their good to the relationship. Thank you for the great timing and the sharing.
Blessings,
Ken Graydon
http://www.angylion.com.au
Dawud, I hear you, loud and clear. As much as I think ‘patron’, I usually default to ‘people’, just because it’s so open. It doesn’t carry the reverence that patron does, to me, but it is clear.
Trisha, I like where you’re going with partner, and I agree, it’s confusing, since partner is used to signify ownership in work/ideas/compensation/etc. (and yes, prospects is another word I find icky; like I’m zeroing in on their pockets or something…)
Ken, isn’t synchronicity a great thing? And you’re welcome.
As I read your article, Adam, I began to get excited about the term “champion” – I realized that in the work we’ve done together recently, that’s exactly what you’ve done for me…championed my work. I suppose I’m also excited because I’ve heard the term several times in the last few weeks and it seems so accurate. I champion my “clients’” work and they champion mine. And I’m using “champion” loosely…not “militantly supporting” but enthusiastically and faithfully supporting. I tell you, I am so jazzed about the possibilities of championing one another…gosh, what could we bring about?
Thanks, Adam!
Thanks, Shawn, for letting me know that you’ve felt this way… it’s great feedback.
I feel as if what you are trying to do is to be the champion of a cause, a movement, an ideal… and I’m a patron/supporter of that cause, for sure. So, the cycle completes itself.
Interesting idea, that one — that in the caring for each others’ causes, we become both champion and patron. Hmm…