It's the small things that move people. Kelly mentioned it several weeks ago: iThink Financial will put a debit card in their hand right as a client opens an account, right there at the branch, before they've had time to clear out their wallet. A small fact. The kind that quietly changes what's possible.
I've learned to hold onto those facts. When a client sat across from me recently, worn down by the particular indignity of paying Chase ten dollars a month for the privilege of keeping his own money somewhere, I knew what to say. I walked him through it, step by step, the way you'd walk someone across unfamiliar ground. And I told him: you'll leave with a card in your wallet. It'll be done.
He stopped at a branch on his way home. By dinner, it was.
That's the thing about the right information at the right moment. It doesn't push. It simply opens a door, and people walk through it on their own.