What keeps clients coming back and referring you?
Clients are at the heart of any business. Without them, there is no business. Winning a new client is always satisfying, but it is only the beginning of the relationship.
Why?
To build a successful, sustainable business, it’s vital to nurture each client relationship over time. By doing this, you can feel satisfied that you have done a good job both as an individual and as a company/firm. Moreover, developing a solid, long-standing relationship with a client not only builds your reputation but also adds increased value to your existing clients if/when they refer you to someone new.
So, what is it that will make a client stay and not only that but refer you to others?
Building strong client relationships matters
Clients have choices, you will not be the only firm out there offering the services they require, so it’s important to consider what you are offering beyond the basic service. Building trust and rapport with each client creates loyalty and eventually results in you being their go-to firm when they need support.
Once your rapport and reputation have been established, this can then lead to ongoing work from that client and referrals to others in their network. After all, it’s much harder (and costlier) to win a new client than to retain an existing one.
Maintaining a loyal client base isn’t just about the work itself—it’s about how you approach your interactions with these established clients and showing them that they’re valued individuals, not just transactions.
The smallest actions can be highly impactful, ensuring that your clients feel valued.
The details of a client interaction often make a bigger difference than we expect. When we get to know our clients and learn what they truly value, we can deliver a better experience and strengthen their trust in us. This requires actively listening to their needs and understanding what they want to achieve - this isn’t always as obvious as it seems.
Some small but impactful ways to show you value clients include:
Understanding their end goals: Go beyond the surface to understand what they really want to achieve. Sometimes, their needs may not align directly and obviously with the work at hand, so clarifying expectations can help you deliver what they’re truly looking for.
Setting clear expectations for communication: Clients appreciate knowing when and how they’ll hear from you. Set a regular update schedule and check how they prefer to communicate (email, call, message) to show respect for their preferences.
Reaching out in the right way: If you need to contact a client unexpectedly, find out if they’d prefer a call, or an email first to arrange a time. This kind of thoughtful approach can build a foundation of respect and reliability.
Case study example: Why I stay with my accountancy firm
I wanted to share an example to show the importance of client relationships and the value behind the slow build of trust, respect and rapport and realised there was (at least) one in my own professional life where I am the client.
Reflecting on my relationship with my accountancy firm, it’s clear that the way they handle clients has kept me loyal- even when I occasionally receive less than welcome updates, such as a fee increase! So, what has kept me with LK Associates?
Proactive communication: I never need to chase for information. They keep me in the loop about when they’ll be working on something and what they’ll need from me, which minimises my workload and keeps everything on track.
Accuracy and reliability: Their work is consistently accurate, so I trust them to handle things without needing constant oversight.
Open to discussion: They are always willing to talk through issues and provide an informed perspective. This helps me feel supported and confident in their advice.
Accessibility: The business owner, who has grown her business from just herself and one other to two offices and to a team of about 20 people, always calls me back within 24 hours if I contact her. This level of availability shows me that they care about their clients, even as they’ve grown.
Reasonable support: I don’t feel like I am being charged for every small request. For example, when I needed evidence for a mortgage application, they provided it without hesitation or extra charges, which I really appreciated.
These small but consistent actions have built my loyalty and keep me from considering alternatives. In the end, the overall experience I receive outweighs minor issues that inevitably crop up, and I feel valued as a client.
What does this mean?
Strong client relationships don’t happen by accident. They require a combination of skill, attentiveness, and genuine care for the people you’re serving. Each interaction offers an opportunity to deepen the connection, increase their trust, and add value beyond just the service itself.
In a competitive world, the client experience you provide may be your greatest differentiator. By focusing on clear, thoughtful communication and finding small ways to show your clients they’re valued, you lay the foundation for lasting loyalty. And when clients feel cared for, they’ll not only keep coming back - they’ll bring others with them.
If you’d like to discuss what professional relationship development your people could benefit from in order to improve your client relationships and grow your business, get in touch for a no obligation conversation.