When it comes to clients the question to ask yourself at each point of interaction is:  “How am I showing this person that I care about them, and appreciate their business?”

I just received a great email from a lawyer I know about holiday cards.  Of all the lawyers at his firm, his stack of cards is the tallest.  He sends out hundreds of cards. Even though he has so many, he takes the time with each and every one to write a few personal lines, extend an invitation, and wish the family well.  Every year he gets calls from his clients and contacts thanking him for his card.  And every year he receives a number of new files as a result of the holiday card contact.

It’s easy at this time of year to think of cards as a meaningless ritual, another chore to be dealt with, but it is essential to keep the purpose in mind.  These cards are about showing our contacts, clients, and friends that we care and appreciate them.  Make the most of the opportunity!