As an owner of a small business and coach for small business owners and leaders, I am always analyzing expenses and profits. Today, let’s talk about SG&A — that’s Selling, General, and Administrative Expenses. These are the everyday costs of running your business that aren’t directly tied to delivering your services — like marketing, admin salaries, and yes, those lunches with clients and prospects. Tracking SG&A is important because when these costs creep too high, they start to chip away at your bottom line. The good news? We can nurture relationships without driving up SG&A.

A colleague recently shared in a meeting, “We love to take clients and prospects to lunch, but it can add up. I need to think of other activities to do.”

I agreed with him. Lunch dates are wonderful for in-person connection. They give us time to slow down, share ideas, and build relationships face-to-face. But what else can we do, that also builds human connection and doesn’t cost a penny?

My colleague’s statement inspired this article. Because let’s face it, in our world as MSP leaders and small business owners, we can’t always spend our way to stronger relationships. And here’s the truth: clients don’t stay loyal because of the meal. They stay because of how we make them feel.

So today, I want to share five powerful, zero-cost ways you can strengthen relationships, nurture sales, and create lasting loyalty — all while improving your SG&A.

1. A simple thank-you phone call goes further than you think

When was the last time you picked up the phone just to say thank you? No upsell. No project update. Just a genuine “I appreciate you.” Clients remember who makes them feel valued. And in a world where email and chat dominate, hearing your voice, without an ask, stands out.

2. Host a free, value-packed virtual Q&A or Webinar

What if, instead of another lunch meeting, you invited clients or prospects to a quick Teams or Zoom session where you share helpful tips? Maybe it’s the latest cybersecurity trends or smart ways to manage cloud costs. This positions you as a trusted advisor not someone just trying to sell. You’re showing up to help, not to pitch. And best of all? It doesn’t cost you a thing.

3. Celebrate their wins — publicly and personally

When a client hits a milestone, gets a promotion, or lands a big new customer, be the first to cheer them on. A personal LinkedIn note, a thoughtful email, or a kind word on social media tells them, I see you, and I’m rooting for you. People remember who celebrates their success, not just who shows up when there’s work to do.

4. Ask for their input during a QBR or TBR— and really l.i.s.t.e.n.

During a QBR (Quarterly Business Review meeting), instead of feeling like you always need to lead the entire conversation, pause and ask your client: What’s working well? Where can we improve? What are your biggest priorities this year? Make an effort to really listen to their response, there will be nuggets of gold in there. (Notice how I wrote the word l.i.s.t.e.n. In my book Your B.R.A.N.D. Unleashed, I share an acronym to help enhance your listening skills.)

L – Look at the person you are talking to

I – Interact when appropriate, but don’t interrupt

S – Say it back; repeat the information given for confirmation & validation

T – Two-way communication

E – Empathy over EGO

N – Be aware of nonverbal cues / body language

When clients feel heard, they see you as a partner, not just a service provider. And that’s what keeps them loyal, even when competitors come knocking. I encourage you to pick up copy of “Your B.R.A.N.D. Unleashed” to learn more about this powerful strategy and how effective it can be in maintaining positive client and team relationships.

5. Be the connector who opens doors

The cost of connection

Yes, those lunches are lovely. But connection doesn’t come from the bill at the end of the meal. It comes from the intention behind your actions. Building loyalty, earning trust, and nurturing sales doesn’t require spending more on SG&A. It requires empathy, attention, and small but meaningful habits.

If you’re ready to go deeper and build these kinds of connections, I invite you to check out my book, Your B.R.A.N.D. Unleashed – 9 Proven Strategies That Build Trust And Lasting Client Loyalty. Inside, I share practical strategies, stories, and tools to help you turn soft skills into real results and create clients who become raving fans.

And here’s my challenge for you: Before the week is out, make one thank-you call. Whether it’s to a client, a partner, or a team member, this small habit can make a big impact.

Together, let’s build relationships that lasts longer and means more than any lunch date ever could.