In marketing, there are many advantages to being young. Younger people are better with technology, suffer no shortage of enthusiasm, are adaptable — and their naivete can fuel big ideas that older people might abandon as too impractical. This is where Millennials really have a leg up.

But sometimes, being older is just better. This is especially true when we’re talking about anticipation.

How do you know what customers want before they want it? It can take decades of experience to understand their needs, but the effort is worth the wait. In the meantime, here are a few pointers to help you know when you’re on the right track.

Begin by being more observant. When did you get a big compliment from a customer? Do you constantly get repeat business from them? Are the transactions really pleasant? If yes, it is likely because you anticipated their needs and their pain points. Simply put, your customer likely felt like you “got” them — and that just feels good.

Here’s what’s tricky. To be excellent at anticipation, and to make it look effortless, it might appear that you’re noodling on details for too long when you first begin your client relationship. Lord knows my team likely feels this way about me. But early prep work can help you with Client Service 101: Do the thinking for your customer. Doesn’t matter what industry. Anticipation is the key to tapping into success and when you do – then you’re likely in “Pro Territory!”

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