When’s the last time you asked a client about their personal goals?

Not the revenue target. Not the budget approval. But what they actually care about.

In this eye-opening episode, we peel back the layers of business-as-usual and look at the real drivers behind your client’s decisions—their fears, aspirations, and everything in between.

Spoiler: getting personal (the right way) builds stronger partnerships, faster.

💡 KEY INSIGHTS

• Personal goals like legacy, reputation, and work-life balance often drive business decisions more than spreadsheets ever will
• Emotional motivators—think trust, growth, inspiration—turn vendors into trusted advisors
• Ignoring the human behind the job title? That’s where misalignment creeps in

✅ ACTION STEPS

• Ask better questions: “What legacy do you want to leave in this role?”
• Adjust your style to their lifestyle—respect their time, values, and bandwidth
• Celebrate their wins outside of work: promotions, marathons, charity drives
• Anchor your solutions to what matters to them, not just the bottom line
• Use Bain’s B2B Elements of Value to spot hidden motivators in plain sight

⚠️ COMMON PITFALLS

• Getting too personal, too fast—ease into it
• Ignoring goals that conflict with company strategy (don’t be an accomplice)
• Assuming every client wants a strictly professional relationship
• Missing the signs: stress, hesitation, or silent resistance could be personal

🎧 Listen now and start seeing your clients differently
📝 Full notes & links: tkcpodcast.com/051

🧠 Doing account management solo? Don’t.
Come hang out with people who get it.

The KAM Club is your go-to for tips, tools, and real talk about building next-level client relationships.

Templates? Yep.

Training? You bet.

Coaching and smart strategy? All day.

👉 Check out thekamclub.com and let’s level up—together.