Don’t Wait To Be Asked

Proactive communication that creates opportunities before they arise.

Years ago, I worked with a supplier who had a simple rule: never make the client chase us. If there was a delay, they called first. If they saw an opportunity for improvement, they suggested it. If a market shift was coming, they sent out an alert.

The result? Their clients trusted them implicitly. They weren’t just delivering a product; they were protecting relationships.

Too often, businesses fall into the trap of reactivity. “If the client wants it, they’ll ask.” But by the time a client has to ask, trust is already leaking. They may assume you weren’t paying attention. They may start looking for someone else who will.

Proactive communication doesn’t have to be complicated:

• Share early. If something changes, tell the client before they discover it.
  

• Spot opportunities. When you see a way they could grow, save, or improve, offer it up.
  

• Set rhythms. A regular check-in or review call builds confidence that you’re on the front foot.

Being proactive positions you as a partner, not just a provider. It says, “We’ve got your back - even when you didn’t see this coming.”

Here’s the coaching question I’d leave you with:

→ Where are your clients waiting for you to act first? Pick one place where you could take initiative this week - and see how quickly trust and opportunity follow.