It's so comfortable to tell yourself all your clients want is for you to efficiently complete the matter, give them the bill and get out of the way. Comfortable for you, but not quite true. That's just what clients ask for. It's like those yellow sticky notes: No one knew they wanted them until they had them. Similarly, by doing things they didn't know they wanted you to do, you can surprise your clients with how much they truly like and value you. And once surprised, clients are way more likely to tell others how great you are.
Originally published May 31, 2013
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