Never assume that customers and clients are motivated by gratitude for what you may have helped them with in the past.
In fact, gratitude is an attitude that some will reject, because it can:
- Make them feel like they didn’t achieve on their own
- Give them guilt feelings over what they owe to you
If this is how they feel, they’ll choose help from someone else in the future.
Much better to forget the past and think in terms of how you can help your client in the future. Keep your thought leadership, innovative ideas, brands and intellectual property in front of them. Don’t be arrogant about it, but do be consistent.
If you do that, they’ll keep on calling and calling.