Does it make sense to clap for your customers? It does not, you answer. You may be right, for the conventional way is for an audience to clap for a speaker, preacher, performer, artiste, player, or marketing professional making a presentation.

Can this be reversed? Yes it can, and whoever pioneers it will certainly blaze the trail for a new communications order that can bring profitable results. And it means that in these hard times, it certainly makes business sense to clap for your audience, especially your customers, so that you can sell more. That may sound odd but it is a different kind of sound, the sound of wisdom and common sense. But how do you rationalize this? You ask again. Let us begin from the fundamentals.

I have always advised marketing professionals to go against conventional practice and begin to clap for their customers. Doing so would be unusual but that is what will guarantee unusual results in the unusual marketplace now. Why? Because the dynamics of the global economy have become very unusual, and so have the players, regulators, customers expectations, and competitor strategies. To get and hold the attention of your clients, customers, you have to clap for them so that you can prosper.

You no longer have to wait for your audience to clap for you, no matter your spectacular marketing performance. Begin to clap for them to show appreciation and maintain their loyalty. If they clap for you for impressing them, clap louder for them in return so that you can sell more. Sometime ago, the banking industry in Nigeria was jittery over a fake list of distressed banks that was circulating. No one knew the origin of that list but it was an unusual competitive strategy which the Central Bank of Nigeria frowned at, branding it de -marketing. And so, if market forces become unusual, why don