I really wish I had given it a name, the act of calling a client with the express intention of enhancing your business relationship. The simple act of picking up a phone, and giving someone a call, for no other purpose than to improve your relationship.

I’ve been doing it all my working life, but didn’t name it. Hank Paulson, the ex-boss of Goldman Sachs had the good sense to give it a name.

He called it Acts of Deliberate Relationship Enhancement (ADRE), and it is so important, that Tom Peters made it number 36 in his ‘Little Big Things’.

Calling clients to wish them a happy new year, a good Easter, a merry Christmas. Speaking with people. Making it personal.

Do not email – call

I have ranted on many occasions about email. Yes it is useful, but it cannot be used to communicate in a way which allows relationships to be built. ADRE cannot be done with email.

It takes more effort than that. Email is not enough of an effort.

It takes a phone call. A simple thing, but one in this lazy age of email and social media, one that is really important, and one which differentiates.

Call your clients. Thank them for their support. Talk to them about their businesses. Make a real effort.

A personal, real effort

In many articles, people make mention of ADRE as a to-do item. Something that needs to be put into a reminders list for January, and do exactly as Hank did. Hank called 60 people to wish them a happy new year.

Okay, its a nice thing to do, but the concept goes so much further than a simple new years message.

Take the time to listen to your clients about their lives. Note where they are going on holiday, what their kids are up to, how their career moves are going, whats going on in their businesses. Note the things that are important to them.

Then call them, and ask about these things.

Simple isn’t it. Simple when you think about it and then do it. And the difference it makes is unbelievable.

Personalised ADRE. Do it today, and reap the rewards.

Contact me

For more on developing yourself, your staff and improving the profitability of your business, please do get in touch. You can email me at james@jamesnathan.com, use the contact page on my website www.jne-recruitment-academy.com or call me on 07736 831151. Follow me on Twitter at @recruit_eagle, connect to me on LinkedIn, or follow me on Facebook.

I look forward to speaking soon.