In the grind of the day-to-day, it can sometimes be easy to forget who is at the center of everything we do – our clients. I’d like to offer you two contrasting stories that serve as a reminder of putting clients first (which I know we all strive to do!) and show how going that extra mile can really make the difference in adding value.
The Good
If you’re a business owner in the US, unless you’ve been living under a rock, you have heard of the Beneficial Ownership Information Requirement or BOIR. The weeks before the end of the year were a little bit of a nightmare – first, we had to file, then we didn’t, then we did, then we had until January 13th, then, we didn’t have to file again. It was bananas.
Most corporate law firms and lawyers I know posted every single time there was a new judgment about it, and that was really helpful. But as a business owner, do you know what was even more helpful? My friend and consultant, Michelle Bufano, posted an image that also contained the link to https://www.fincen.gov/boi – the link for filing.
Whenever someone posted about the new or paused deadline, I asked myself, “Where am I supposed to file?” Of course, I could look it up. But she was meeting a need for me, and now I didn’t have to. And clearly, it made her memorable, because weeks later, I’m still thinking about what a fantastic addition to her post that was.
As professionals who serve clients, we’re always looking for ways to differentiate ourselves, especially in terms of going the extra mile. Often, it’s as simple as asking ourselves the questions that our clients would ask themselves if we were in their shoes. What do they want to get from this alert or social media post? What is the most salient information? What do they need to know now? Typically, it comes down to the who, what, when, where, and why of it all. And lawyers, I hate to say that you enjoy making things a bit wordy and dipping into too much legalese, but you know you do. The next time you’re sending something to a client read it again and ask yourself if you can pare it down a little (unless the client has specifically asked for it).
Now…we get to…
The Ugly
This part is so glaringly bad that we’re skipping right past “bad” and heading straight to “ugly.”
This part is so glaringly bad that we’re skipping right past “bad” and heading straight to “ugly.”
Without getting into too much boring detail, we’ve been a longtime client of QuickBooks, initially using their desktop software before migrating to their online system. Recently, mistakes were made on their end—they act as both our bookkeepers and provide our software. While these mistakes weren’t catastrophic, they were significant enough for me to lose trust in the person handling our account. I decided to request a change.
It took four frustrating attempts with customer service to make this change happen. The process included one exceptionally rude interaction and an attempt to upsell me on a service I didn’t want. On the third call, I was assured that the bookkeeper would be changed, only to find that it still hadn’t been done. It took yet another call to finalize the switch. In the meantime, I received rude messages from the bookkeeper I was replacing—adding insult to injury.
Previously, I’d encountered minor issues with this bookkeeper, but I was willing to work through them. This situation, however, was too big to ignore. At one point, I was ready to find another software provider entirely, but unfortunately, QuickBooks remains the best option for us in the marketplace (and let’s not even talk about the company that ghosted its clients right before Christmas).
Why do I share this story?
Because it highlights the value of effective communication and a client-centric approach in business.
Mistakes happen. We’re all human, and errors are a natural part of any business. As someone who runs events, I always tell people: things will go wrong—it’s inevitable. What matters most is how you handle it, because that’s what people will remember.
QuickBooks had a real opportunity here. If they had immediately empathized with me, acknowledged my concerns, and made the change I requested without unnecessary hurdles, this story wouldn’t even be worth telling. If the bookkeeper had taken the time to explain her decisions and approach, we might never have reached this point.
Every client is different—we all know this. Some clients need more handholding, while others want you to get straight to the point. Some prefer detailed explanations, and others just want you to handle things without their involvement. The key is knowing your clients, understanding their needs, and meeting them where they are.
As professionals, our own communication styles are important, but when it comes to clients, their needs take precedence. By failing to recognize that, QuickBooks turned what could have been a simple fix into a frustrating and memorable ordeal.
These two stories, though very different, highlight a universal truth: the key to building strong client relationships is understanding and anticipating their needs. Whether it’s adding a simple link to make life easier or handling a mistake with empathy and urgency, it’s the small, thoughtful actions that make a lasting impression. Clients don’t remember what you say; they remember how you made them feel—valued, respected and understood. By putting ourselves in their shoes and focusing on clear, compassionate communication, we can turn everyday interactions into opportunities to strengthen trust and loyalty. Let’s aim to leave every client interaction as the “good” in someone’s story.