Business relationships, especially for small businesses are based on so much more than the actual exchange of products or services and money.
Being more than just the company's web designer, or whatever you are, is key. You don't want that client for just the current project, you want the client for a long, long time. Not only that, you want the client to think of you as a friend.
Let's say, in the course of a telephone conversation with a client, you find out that his or her child is graduating from college soon. How about sending a greeting card to mark the occasion? It doesn't cost much and takes very little time, but it lets the client know they are in your thoughts, even when you are not trying to sell them anything.
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