A 2017 study underscores the importance of providing physical contact with infants, especially when they are distressed.

In fact, the study says that cuddling can “actually affect babies at the molecular level, and the effects can last for years.”

So, human touch is important to little humans. What about for grown-ups?

When a client is upset or needs reassurance that everything is going to be okay, I don’t need a scientific study to know that giving them a hug is just what the doctor ordered.

But I also know that in today’s PC climate, hugging a client can get you into a heap of trouble.

If your motherly or father instincts tell you the client needs comforting, I think it’s worth the risk. But I’d probably ask permission, make sure the door is left open, and not hug them too long.

If you’re not sure, there are other things you can do that might be “close enough”.

A pat on the shoulder might do the trick. Or a warm handshake and eye contact that sends them a virtual hug.

You could be a bit more solicitous–asking if they’d like some water, handing them a box of tissues, and offering additional words of comfort.

You could tell them a story about another client who had a similar situation or concern and that everything worked out okay.

Whether physical or verbal or a little bit of both, consider giving your clients a hug when they need it. It could be just what the doctor ordered.

Marketing is everything we do to get and keep good clients