Here's something every service provider should consider: Sometimes it is the little extra things that resonate most with your customers.

Remembering and recognizing a notable date or milestone that is important to your client is an excellent way to show that you hold your professional relationship with them in high regard. A birthday, anniversary of the completion of a project, or even the recognition of the milestone "x years doing business together" are all great opportunities to send a short e-mail or card to your client. And it is not to do as hard as it might seem. And, although it is simple enough to knock off an email (you did put the date into your calendar a long time ago so you would remember, didn't you?), consider a simple hand written note or an aside comment when you are together. Make it as personal as appropriate.

Tip: The impact of these gestures is directly related to how personal the event or item is. If you once talked about their kids and know one of them was going to band camp or got a job in another city, your remembering to ask how they are doing works wonders for your relationship. Furthermore, this is not just about making points; it is a way to better understand what is important to your client (this applies to anyone in your client's organization).

© 2010 Institute of Management Consultants USA