How to make client relationships work for everyone
Client relationships are at the heart of your business. Building strong relationships should be part of your culture, and a clear point of focus for measuring success. After all, it’s easier for your client to find a new provider than it is for you to win a new, valuable client.
Things have changed considerably in the client-provider relationship over the past couple of decades:
The culture of working 24/7 to maintain client favour has gone
Several economic hits, including a recession, the 2008 banking crisis and the pandemic have changed the way we view long-term client relationships. The banking crisis, for example, damaged clients’ trust in institutions and their advice and, from the banks’ point of view, showed that clients will leave even the best relationships if their interests are at risk.
Younger entrants to professions place a greater emphasis on work-life balance
Clients’ own working patterns and expectations have changed
This means that many of us are having to redefine the way they think about client relationships – in a way that balances giving the client good service with making sure the wellbeing of staff is maintained.
Why do client relationships matter?
Good client management is a hallmark of the quality of your business. It improves retention, supports new client acquisition and is a clear measurement of the culture of your business. Building client loyalty can also help you to weather difficult economic or market storms, and it brings referrals and new business to your door.
There are some central steps to building the trust – and the boundaries – that both sides of the relationship needs in order to work well together.
Encourage open communication – don’t just speak to your client when you need to. Keep your channels of communication open, and check in with them regularly. Let the client know that you are open to feedback and clarification so that they feel confident in the relationship – and consequently on your advice.
Set clear expectations – your clients need to know what they can expect from you. This includes getting to know other members of your team, understanding your culture and approach, and being confident in your technical abilities. Make sure you keep your deadlines and deliver on your promises. Similarly, make sure your client understands their own responsibilities to you, in terms of providing information, respecting your contact hours and meeting your invoice expectations.
Be respectful – your clients are important to your business, so make sure they feel that way. Clients are tough – and often expensive – to win, and very easy to lose. Treat all your clients the same way, regardless of value. You never know when they will bring other business your way, give you a valuable referral or move to a company and bring you with them.
Get to know them well – client relationships are at their best when you understand your client’s life. While 95% of your transactions are business-based, knowing a little about them can help to cement your relationship. Whether it’s family, hobbies, travel, or other things you find you have in common, this will help to build an interdependent relationship that encourages client loyalty and retention.
Take responsibility for client relationship success
Whether you are the lead professional, or part of the supporting team, you should take responsibility for your part in a successful client relationship. This includes being prepared to work out of hours – on a reasonable and agreed basis – to deliver client support, and managing areas of difficulty or conflict, which can quickly damage a relationship that may have been solid for many years.
Of course, we all want these relationships to go smoothly, but in the real world, we do run into difficulties with clients. Sometimes that’s because of poor communication – a misunderstanding or an omission. Or it could be that a mistake has been made. We are all only human after all.
The way you handle potential difficulties will tell your client a lot about how you value them, and about the integrity of your organisation. So never be afraid to apologise. Get in touch with your client as soon as possible – or respond quickly if they raise an issue. Be accountable, agree a plan to put things right, and keep to your plan.
Do you have the right client relationship skills?
It’s common for professionals to have excellent technical skills, but not really understand how to manage good client relationships. Firms and businesses who are clear about the value that clients bring to the business should make sure that all staff have the opportunity to develop the skills they need to serve the wider interests of the organisation.
You can find out more about how to develop, maintain and assess your client relationship skills in my book, Getting On: Making work work, which covers this issue, along with the full range of soft skills that can help you to advance your career.
You can also download the associated resource on Building External Relationships, or contact me to book a call to see how I could help your business build client relationships that last.
