Over the long term, loyal, lifelong clients will reward you in many more ways than just fees for your work. But here’s the catch: You can’t fake commitment to your clients. You can’t pretend to care. You can’t fake attentive listening. You can’t proclaim to understand your client’s needs without doing your homework. If you want to add value to clients, your commitment to them and your efforts to listen and understand their needs must be honest and real.

If you’re focused on how to profit from your clients rather than how to bring value to them, they will see through your fake interest. Do you finish your clients’ sentences? Do you name-drop your VIP clients and boast about your past successes? You can’t listen to your clients and understand their needs when you’re too busy trying to show them how smart you are.