I often read stories and articles about creating a new niche to either start or grow a business. Admittedly, don’t quit thinking, creating, and building but for the majority of us we won’t have that epiphany breakthrough. My goal to continue to grow and expand my business is really pretty simple – attention to detail around the common, little things that will make a difference for us to our clients and against our competition. They’re not mind-blowing, earth-shattering things, just moving the focus off of us and onto them – “they won’t care how much you know until they know how much you care”. Here are some common sense things I try to follow:

1. Make it easy to be around.

Often I hear people say that they are who they are and people can accept it or not. That’s fine and you may find that works, but what if you adjusted your approach to match the personality of the person you’re talking with. I’m not talking about changing your core character, but simply adjust your technique of communicating that is more in line with your audience.

2. Ask questions… and listen.

People generally like to talk about themselves. Prospects and clients are no different. It’s a great way to get to know them and their character and a great way to learn where there pain points are and see if you can help them.

3. Offer free advice.

I’m not talking about giving away your company’s secret sauce. No good client would want you to do that, anyway. If they do, that says a lot about their character. Time to move on. I’m talking about leveraging your based of knowledge, experience, and resources to help a client with something that may not even be in your particular wheelhouse. It’s the investment that can pay huge dividends in the relationship.

4. Put yourself in their shoes.

Try to see things from their perspective. What would be your fear, your concern given their circumstance? Engaging you and your company will reflect on them and their judgment to their management. Don’t forget that they are putting a lot into your hands when they decide to bring you in to help. My goal is to always do whatever I can to make my champion look great.

What else? I’d love to hear what other ideas you have to help you separate yourself from your competition.

This article was orginally published on Linkedin Pulse

.CEO member, Brian Childers, is the president and CEO of the Comport Consulting Group. You can follow him on Linkedin here.