Don’t assume that people are excited to talk about the core deliverables of your firm. After all, those things are supposed to be there (i.e. sound investments, good service, good food, etc.). What people will remember and talk about are the unexpected things you have done or said that set you apart. And, it’s often the small things that grab their attention.

A memorable interaction should result in leaving something behind with the people you encounter: a thought, a story, or a tangible item. For instance, your clients may not talk about the details of the financial products you provide, but they will talk about the exceptional (or bad) service that you have delivered. If you give people just what they expect, they likely won’t mention it.

One financial advisor gives his top clients a small, inexpensive gift that people definitely talk about. Before each top client meeting, the advisor searches and buys a book that he thinks would be particularly interesting to that individual client. He then uses wrapping paper to get the gift ready. He presents it as a special gift to show his appreciation as the meeting is coming to a conclusion and shares why he got that particular book for the client. His clients love the thought he puts into the book selection, and they do tell others about what he does. Ultimately this isn’t about the book, but the thought he puts into it that is memorable. What are you leaving behind?