In last week’s column I spoke of vigilance and how difficult it is to maintain through the great holiday hibernation. I promised that we’d think through some of the most vital areas for us to stay on guard while we welcome the winter holidays.

This week, I want us to be thoughtful about how we can stay vigilant when it comes to our current clients. Here are safe assumptions to, at the very least, verify with your customers this time of year.

They are already thinking about next year.

They may have unallocated budget that they need to spend before the end of the year.

They’re being bombarded with candy, popcorn tins and fruit baskets from vendors and business partners.

They’re trying to crush their to-do list by Dec. 17 so they can cruise through the rest of the month.

They don’t have time for extra meetings before the end of the year.

Assuming much, if not all, of that is true, how do you protect your relationship with clients when they really don’t have time for you until mid-January?

Rather than thinking about what you can sell them between now and the end of the year (we’ll get to that in a minute), what if you focused on how you could help them accomplish their most pressing goals for the remainder of the year?

We know they’re feeling stretched thin and under the gun. Maybe the way we stay top of mind during this season is to go out of our way to ease their burden a little bit? 

Let’s look at the list of assumptions and align a marketing tactic or two with some of them. 

They are already thinking about next year: What if they’re not as well prepared for 2022 as they’d like to be? Could you create a trend report or a list of recommended areas of focus for them? Could you make a list of questions they should be asking as they prep for the coming year?

They may have unallocated budget that they need to spend before the end of the year: It’s easy to offer a sale. But what if you went beyond that and offered to allow them to prepay for some 2022 expenditures? Or if you bundled some products or services in a way that was to their advantage?

They’re being bombarded with candy, popcorn tins and fruit baskets from vendors and business partners: I know we’re all fans of holiday treats. But what we’re talking about doing for them is going to affect their business. By all means, still send the goodies. But let’s package them with some of these other tactics.

They’re trying to crush their to-do list by Dec. 17 so they can cruise through the rest of the month: You have about a week to pitch in and help. Do you offer to embed an employee? Or be their thinking partner to shortcut some of the decisions they need to make? Ask them how you can be a part of making sure they check everything off that list. 

They don’t have time for extra meetings before the end of the year: Acknowledge how busy they are and ask if text, email or even old-fashioned phone calls would be more efficient as you wrap up the year. Let them drive how you communicate for the next few weeks. Get creative. Maybe you bring lunch to them, or you talk on the phone while they drive to pick up their college-aged child for break. 

Our best clients deserve our attention year-round. With an idea or two from this list, you’ll make sure they feel your presence and your value all through the season.