Three Reasons to Regularly Hug Your Clients and Colleagues

Where is the LOVE when it’s NOT Valentine’s Day? It’s common for (B2C) businesses to send customers special offers on Valentine’s Day, and for many Account Managers to send sweet notes of appreciation to (B2B) clients. It is, however, important to show both clients and colleagues love as frequently as possible.

Although AI has been touted as the most powerful game changer, Marcus Buckingham, who studied hyper engaged employees and the upper echelon of loyal customers, argues that AI is far from the most powerful force in business today. In his Harvard Business Review article, The Business Case for Love, Buckingham shares that he identified ONE force that powerfully drives consumer and employee behavior: LOVE.

Here are three reasons hugging clients and colleagues as frequently as possible provides payouts in perpetuity.

1.???? Cultivating a hugging culture fosters relationships that survive turbulent times.

In the book Hug Your Customers, inspirational author, Jack Mitchell advises how best to treat customers during precarious times such as a recession or dare I say, a pandemic! Mitchell warns, “Remember that your customers suffer during a recession too. Recessions come and go, but if you commit to your customers and hugging culture, your business will be here to stay.” Offering flexible payment options, e.g. allowing payment in installments or a giving a discount on products or services for in-kind trade such as a collaborative marketing content asset (case study, white paper, joint research, etc.) is an act of good faith—but way wait for tumult?

Instead, show clients and colleagues love regularly by checking in beyond anticipated routine reporting and scheduled calls. Listening for—and anticipating life events can ferment fortuitous follow-up. For example, if a customer or client is getting married, having a baby or undergoing treatment for an ailment, asking how they are shows you care.

Business is business, but in most cases, a relationship based on trust and integrity will bend—not break when things get tough. Better yet, mail them a handwritten thank you card. Not only is this activity rare these days, it will exceed expectations every time. ??

2.???? Giving appreciation and applause lowers the cost of new customer acquisition.

When we go above and beyond on a regular basis by not only providing stellar services and products, but by giving sincere, specific appreciation, rest assured that referrals, testimonials, intro’s, glowing reviews and collaborative projects will follow.

The CAC (customer acquisition cost) of a referral is zero. Glowing reviews breed credibility and trust which often compress the path to purchase. A prospect doesn’t have to invest as much time researching a potential provider after reading robust reviews. Collaborative projects between client and service providers reinforce best-in-class status. Prized partnerships, especially within specific niches or verticals, can also positively impact the probability of purchase.

Gifts are great too! Best-selling author @CoreyPerlman recently awarded every purchaser of his new book, Authentically Social: Break Through By Being You! a free seat in his Mastermind class. Whether it’s a thank-you course; a thank-you personalized YETI like the one I’ve posted that my absolute favorite female client sent me after we jointly overcame some challenges—remember that sincere appreciation is memorable and a key differentiator.

?No budget? No problem! One Valentine’s Day, dozens of co-workers sent me a compilation slide of sincere notes of appreciation. I had it blown up and hung it above my desk. Every time I got frustrated in that role or felt too exhausted to finish the task at hand, I looked up at those quotes and allowed them to fuel my productivity.?

3.???? Last, but not least—active listening is a form of hugging!

It’s been said that we have two ears and one mouth for a reason. I’ve spent many evenings and weekends listening to a client’s podcast or YouTube channel to uncover cross-channel content marketing nuggets. They thanked me profusely for my recommendations, however the pleasure was mine!

By actively listening, we can identify opportunities to show that we genuinely care about our clients and co-workers. There are myriad ways to show appreciation and celebrate wins. If you need help hugging your colleague(s) or client(s) in a unique way, DM me.

I’m curious to know, how do/will you hug your client(s) and colleague(s)?