It's getting to be that time of year again. Before long, the postal services will be flooded with the annual onslaught of greeting cards and gifts professionals send to their clients.
There's nothing wrong with remembering your clients this way, and most will appreciate the gesture. But don't forget to ask yourself what your clients really want from you--besides the flawless delivery of your services. Most clients want professional relationships with people who:
- Offer insightful opinions on the issues affecting the client's business, even if the issue falls outside the professional's immediate area of expertise
- Make investments in the client relationship by offering guidance and assistance even when there isn't an immediate sales opportunity
- Act independently and challenge the status quo, even though their opinions may conflict with the personal ambitions of client executives
- Will say no to a sales opportunity that may be within their skill sets when there are other firms who can do a better job
- Understand the client's key issues, strategies, and business operations at a level that allows them to have a substantive conversation with senior-level executives
- Offer new ideas for performance improvement, whether or not they are the best professional to carry out the work.
It’s almost always possible to move your client relationships forward on any of these six dimensions. This year, instead of sending a greeting card, try giving your clients something they will really remember you for. Find a way to improve your value to them through your expertise, not your mailing list. They'll be happier--and so will you.
