This post is part of our Weekly Tips series.
I immediately logged onto Facebook (well, by “immediately” I mean right after I ate a cookie) and posted kudos for Kacy, along with a link to her web site. (And I’ve referred her many times since. For years.)
While this might seem like a great marketing story, don’t be fooled; Kacy’s actions are as much about deepening client relationships as they are about marketing. And anyone in any role can learn and benefit from her best practices.
In the parlance of the trust equation, Kacy’s gesture was a clear demonstration of high intimacy and low self-orientation, with a little dash of credibility in the mix as well:
- Kacy acknowledged me, in a very personal way
- She let me know she cared about me—enough to keep track of, and commemorate, the anniversary of our work together
- Kacy was generous, without expectation of return (which, by the way, is why I felt inspired, not obligated, to refer her)
- She had the confidence to ask for more work.
Plus there’s one other great lesson here: Being in touch with clients takes focus and effort, not time. One touch-point in a twelve month period might be plenty, if it’s the right touch point.
Make It Real
This week, think about clients with whom you’d like to stay in touch. Make a list. What meaningful milestones might you track and acknowledge? What gesture might you make that’s distinctive, genuine, and simple?
- Read more about the Kacy story, or learn about developing new business with existing clients in Chapter 17 of The Trusted Advisor Fieldbook: A Comprehensive Toolkit for Leading with Trust.
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