The Small Detail That Doubles Client Loyalty

You know what really fascinates me? It's not the grand gestures or the flashy promises that win clients over. It's the small stuff. The details. The things that most people overlook.

Think about it this way...

When you turn up to a client meeting and they've misspelt your name on the parking sign, what does that tell you? Or when they forget a preference you shared last time you spoke? These moments speak volumes about how much they truly value the relationship.

Here's the thing most professionals miss: your clients aren't just buying your product or service.

They're buying an experience.

They're investing in a relationship with someone who remembers them, values them, and shows up consistently with that same level of care.

I learned this the hard way over my 30+ years in business.

I've seen advisors lose high-value clients not because their technical expertise wasn't up to scratch, but because they forgot the client's daughter's name.

Or didn't follow through on sending that book they mentioned in passing.

The relational client, the one who stays, pays, and refers you to others is looking for more than competence. They're looking for someone who makes them feel seen. Heard. Valued.

That happens in those tiny moments.

The personalised thank-you card that arrives in the post.

The book you order and send to their office because it came up in conversation.

The detailed notes you keep from every meeting so you never have to ask them the same question twice.

These aren't add-ons. They're fundamentals.

And here's what's brilliant about this approach: whilst your competitors are competing on price and chasing transactional customers, you're building a business filled with loyal clients who wouldn't dream of going elsewhere, regardless of what you charge.

Because in a world where the big things have little difference, it's the little things that make the big difference.

So here's my question for you: What's one small detail you could add to your client experience this week that would make them feel truly valued?

6 comments