Professional service is all about using your technical skills and applying them to client needs and problems.  So it is imperative to know what your clients need and want. While each client has specific issues that concern them, your service offerings may look similar to what you provide to other clients. So don’t be lulled into believing that all clients have the same goals and interests.

That said, there are some similarities that all clients expect from you. In addition to being technically competent, they also expect you to be there for them. And because clients are playing heftier fees, they are becoming less tolerant of their professionals who take them for granted.

If you review client surveys for the last several years, you will see that what clients want hasn’t changed. There are no surprises. Be accessible. Be responsive. Bring ideas and solutions. Contact them before they have to contact you. Everything you know to do.

If you don’t serve them well, you may be in trouble and don’t know it. Just like your best staff have the most options for employment, your best clients have options for the professionals they choose. All firms want A clients, and your best clients have options besides you.

While you are extremely busy, being too busy for your best clients is hardly an acceptable excuse. It just rings hollow when you say, “Yeah, I’ve been meaning to call you…”

All this in mind, are you on your best client’s cull list? Just like very few of your D clients are aware that you have decided to move along, you are probably in the dark yourself that your best clients are looking around for a provider who will serve them the way they want to be served.

You can avoid being on your A client’s cull list by bringing your A game to them. If you don’t, there are other providers who would love to have them. You grow yourself and your firm with your best clients. The majority of your clients keep you where you are, or worse, hold you back. It’s so tempting to try to serve all clients the same. Even the ones who won’t grow, won’t pay and complain.

Today, take note of the best clients you haven’t touched lately. Do they feel ignored? Taken advantage of? Unimportant to you? If they do, don’t be surprised if you are on their cull list.

Instead, touch base with them. Reconnect. Update them. If nothing else, just check in. Let them know they matter to you. Serve them fully. Because you don’t want to be on their cull list.