David A. Fields Consulting Group Your consulting firm takes bold actions to win clients and generate value. Today, though, my question is whether focusing on small, mundane acts could accomplish more for your consulting firm.
Most people harbor an outsized obsession with the big play…
… the highlight reel shot that wins the game, the all-in bet that hits the jackpot, the tear-jerking performance that warrants an Academy Award.
You remember your own moments of triumph and they figure prominently in the tales of your life, your adventures, and your consulting firm’s successes.
The truth, of course, is games are never won or lost on a single play.
Highlight reels—including your personal montage of accomplishments—overemphasize grand gestures.
Think smaller, and more pedestrian.
Your consulting firm will achieve huge wins via small, prosaic actions that typically go uncelebrated.
Not just small.
Tiny.
Lilliputian.
Let’s call these little actions Micro Deposits.
Micro Deposits are seemingly insignificant contributions to a relationship that nurture the bond, build trust, and set the stage for collaboration.
Ultimately, these mini deeds set you up for big wins such as signed projects, successful negotiations, and premium fees.
Examples of Micro Deposits:
- Ask, “How are you?” and show genuine interest in the response.
- Offer something small. “Would it be helpful if I quickly Googled that phone number for you?”
- Tell a tasteful joke.
- Comment positively on something relevant. “Your new logo rocks.”
- Offer a compliment—even a general one. “That article you published was excellent!”
- Reference something personal from a previous conversation. “Did your daughter ever take a bath?”
Micro Deposits continue to add value after you’ve signed a consulting project.
For instance, daily, ongoing Micro Deposits into your client relationships will enable you to surmount difficult obstacles or missteps during an engagement.
That’s the good news.
Here’s the bad news:
Micro Deposits don’t occur by happenstance. You need to practice.
Fortunately, you can exercise your Micro Deposit muscle throughout the day.
Set a goal for yourself to contribute one different Micro Deposit to every single person you interact with today. Try again tomorrow. Then the next day.
(By the way, practicing your Micro Deposits habit at home will help your personal relationships flourish.)
What Micro Deposits do you (or could you) offer to your consulting firm’s clients?
Text and images are © 2025 David A. Fields, all rights reserved.
So right on, David! These are the (seemingly) tiny actions that build powerful relationships and — in the end — make the huge difference! Thank you for sharing that with us!
You’re the absolute master of relationship building, Bob, so an endorsement of the idea from you is especially meaningful. Thank you so much for adding your voice to the discussion.
I appreciate this perspective immensely. When we *don’t* close a client, it can be easy to worry about what we said (or didn’t) in our last interaction with them, and put too much emphasis on it. This point is a very valid one – it’s small interactions over time, not just one specific conversation that will determine whether someone moves forward with us or not.
Exactly, Kristi. Trust is, as we know, the number one determinant of which resource a client chooses to help them. Trust isn’t (usually) built with one, grand gesture. Rather, it’s the culmination of dozens or hundreds of direct and indirect interactions.
I’m glad you shared your response to the article, Kristi.
That article you published was excellent! Thank you, David, for sharing it! (Quick learner 😁)
Quick learning is a good attribute in a consultant, Christer! You may be the first reader who has commented from Finland. (I’m not sure on that.) Either way, welcome, and thank you for providing your feedback, Christer.
I love the intentional nature of this piece and that practicing micro deposits leads to tangible long term relationship development!
Yep, Haley. Relationships take intention and attention. And, of course, strong relationships are the foundation on which a successful consulting firm is built.
I appreciate your joining the conversation, Haley.
Excellent post, David. I immediately thought of Dale Carnegie’s book, “How to Win Friends and Influence People.” My former husband was an award-winning real estate salesman and later sales trainer in Southern California (he sold new and resale homes and received two MAME (merchandising & marketing excellence) awards from the So Cal Building Industry Assn.) and multiple copies of Carnegie’s book, among others, were always on his bookshelf (he would give them away to people). As you point out, small gestures of kindness/goodwill help build trust–in our professional and personal relationships. Thank you for this small but powerful reminder. LT
You’ve alluded to an important follow-on point, Lauren: relationships are not zero sum. When you generously provide value and kindness, you don’t end up with less yourself. You end up with more! Congrats to your husband, too. Sounds like he must have a powerhouse spouse behind the scenes making him successful. 😉
Great job expanding on the article, Lauren. Much appreciated!