It happens every year at budget time. Our accountant hands me a list of software companies and asks, “Are we continuing all of these subscriptions next year?”

Excel spreadsheets, handwritten notes, emailing yourself details about a customer's preferences . . . all of these are ways that we input and track information about our leads, prospects and customers. Then there's the encyclopedic knowledge you or your team members have stored in your heads that no one else has access to. But what happens if you or a point of contact in your company gets hit by the proverbial bus?

This is the third time we've updated this post - it's one of those blogs that has evolved as our client base has over the years. This time our refresh incorporates more behavioral science tactics and focuses on two of the "Three B's" (no, we're not talking about your college roommates) in changing how people make a decision - Behaviors and Barriers. 

TL;DR: Make it as easy as possible for your audience to find and do business with you by understanding and ruthlessly removing friction.

Updated March 3, 2021

Trust plays a big role in building lasting relationships with clients—and turning prospects into clients in the first place. But how do you build trust with a prospect you’ve never met?

One way is to shine a spotlight on the employees they’ll be working with so they’re familiar enough with your people, your values and your culture to feel good reaching out and making an introduction.  You can do this in a number of ways, from writing staff bios to highlighting your team on social media.

Check out a few of our favorite ways to spotlight staff: