We’ve all been ‘marketed to’ – so you don’t need me to tell you it can be a very unpleasant experience. (Does anyone actually welcome those unsolicited political party phone calls at ******** time?)

Your relationship with your clients can be a fragile one. And you can be sure that they are regularly targeted by a competitor or tempted to book online.

Yet you don’t want to ****** them to the point of putting them off. The right balance? Here are seven legitimate ways to stay in touch without sounding pushy:

1) It’s their birthday. Who doesn’t like getting a birthday card?

2) It’s their wedding anniversary. Ditto.

3) Their passport is up for renewal. Chances are, like a lot of Canadians, you clients stick their passports in a drawer ‘until next time’. Are they aware that a growing number of countries mandate that a passport must be valid for six months after their trip has been completed? You certainly are – and you’ll be doing a welcome service to give them a heads up.

4) You’re travelling and want to let them know you are thinking of them with an e-mail, postcard, tweet or Facebook posting.

5) They’ve just returned from a trip. A ‘welcome home’ voicemail will show you care about them and would love to hear from them. Shows you provide first-class service … and as a bonus, you get to increase your product knowledge!

6) ‘Thought this might interest you!’ Attach an article, a clip, a book review about a destination or travel style you know intrigues them. You’ll come across as thoughtful and considerate – not pushy.

7) The ‘haven’t heard from you in a while’ message may be very soft-sell but also shows they are still on your radar.

Soft-sell can work really well in our business. It needn’t be expensive and will help a whole lot in client retention.