It is important to know your clients and customers well. It is not enough to know their basic info.
You must also be knowledgeable in what their interests are, their background, their hobbies, what makes them tick. This way, you would know how to approach them better, which ideas and proposals would stick to them, what direction they have for their brand, etc.
They will appreciate it a lot when we are ahead of our game and that you are in total understanding with what they need and what they want.
Having someone like you who’s on the same wavelength as they are would not only strengthen our ties with them but will also increase your chances of making more sales and landing more clients along the way.