Sobel identifies three keys to earning lifelong client loyalty: (1) give them great advice, (2) exceed their expectations, and (3) build trust. The first chapter of Making Rain is a confusing introduction to those three key ideas, with hazy, overlapping definitions.



Most of the book is an elaboration on the three keys to earning client loyalty. Sobel uses anecdotes from his consulting experience and from his varied knowledge of world history to try to illuminate his theme. Some of the anecdotes are right on point, some are far wide of the point; some are illuminating but most are superficial. In fact, Sobel wouldn't have been too far off if he had named his book "101 Superficial Anecdotes About Building Client Loyalty."



In general, there is not much here that is fresh, nothing at all that could be considered breakthrough. Still, some chapters are useful for reviewing fundamentals that you've already been exposed to in many other books, seminars, and training courses. Chapter 7, for example, sets forth "six major factors that influence whether and to what extent [a prospective client might like you] at a first meeting." They are: similarity, familiarity, positive association, praising what's good, openness, and rapport. Each of the six factors is supported by research and anecdotes.



Chapter 15, "How to Identify Client Needs," presents "seven strategies that can help you get in touch with your clients' needs." Again, none of these strategies is seminal or ground-breaking, but they enunciate sound fundamentals.



Chapter 18 is one of the most valuable: "Five Ways to Grow Your Client Relationships." Most notable are the following three:



* Migrate to new issues where your expertise is valuable.

* Migrate to working for other executives in the same company.

* Help your client with implementation [after you give them great advice].



Because the book is disjointed, you can jump around to chapters that pique your curiosity, maybe learn a few new tricks, and brush up on fundamentals.

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