Building Client Relationships: 6 Ways To Stand Out From The Competition

 

Building Client Relationships: 6 Ways To Stand Out From The Competition

 

What is your current relationship status with your client? For many businesses, client relationships wind up falling under the dreaded “It’s complicated” label.

Client relationships, like any relationship, require consistent and intentional work. The time and energy invested directly affects the quality and long-term health of the relationship. 

But creating vibrant, flourishing client relationships is just a liiiiiitle different than maintaining a romantic or familial relationship. You probably won’t be taking your client to the park for a charcuterie board picnic, and you definitely aren’t texting them to chat about the success (or lack thereof) of your toddler’s potty training efforts.

However, many of the basic elements required for building and maintaining strong relationships carry over into your client relationships—minus the oversharing.

If you’re ready to take your client relationships to the next level, keep reading!

 

But Isn’t Business Just…Business?

Some companies balk at the task of building client relationships because it just feels too…personal. Isn’t business just business? 

Yes, this is a business relationship, but it’s far more than mere transactions. It’s still a relationship. And it’s actually GOOD business to invest in building your client relationships and making them the best they can be. 

So what are some benefits of investing in strong client relationships?

• It builds customer loyalty. Every business is made up of humans, driven by human needs and desires. And the fact of the matter is that when a client feels connected to your company and trusts you, they are far more likely to stay in business with you and not be lost to a more engaging competitor. 

• It creates more business. When your clients and their customers are satisfied, they tell their friends and family, or leave positive reviews, or recommend you to a colleague. Happy client means more business for you. 

• It supports brand reputation. While your products or services are the main focus of the business, It’s the everyday interactions that speak to the integrity and values of the company as a whole. 

You receive back what you put out in business, and building client relationships is a good investment. Relationships last longer than transactions. You never know what can come from a single positive client interaction, let alone a thriving relationship.

 

So How Do You Build Client Relationships?

We have a few ideas. Six, to be exact. You can use them as a basic roadmap to cultivating your own successful client relationships.

 

1. Get to Know and Understand Your Client.

The beginning of any relationship starts off with the “getting to know you” stage. With client relationships, this requires you to dig in and ask questions. 

• What does your budget look like?
• How does your business operate?
• What are your goals?
• Who is your target audience?
• Who are your competitors?
• What tools or tech do you use?
• What is your vision for this partnership?

The better you understand your client, the better you can serve them and improve their overall experience with you and your company. Every client is different, so there is no “one size fits all” plan for building client relationships. As you take the time to get to know your client, you create a personalized plan for meeting and exceeding their needs. 

Along the way of asking these business-related questions, you also discover more about the personalities, preferences, and interests of your clients. Not only do you learn about the business as a whole, but you flesh out the real, living, breathing people behind everything. When it comes down to it, you’re doing business with these people. You won’t regret taking the time to get to know them.

2. Communicate Openly, Clearly, and Consistently.

Every relationship relies on effective communication. It’s imperative that you have the team and the resources to be available for your clients and keep an open line of communication. 

The first step is to find out what mode of communication your clients prefer. Some may use email, others prefer a phone call, and still others enjoy text or some other form of “instant” communication. While it’s great if your preferred communication method aligns with your client’s, your priority is THEIR preference. This shows care and respect for them as a partner you are working for and with. 

Establish an expectation of communication early on in your relationship. Whether that looks like daily reports, weekly meetings, or monthly reviews, having consistent, scheduled times to communicate gives security to the partnership. Even though there will certainly be communication on an everyday basis, these times provide the knowledge that no matter what, they can count on you to check in at those times. No one is left floundering in the dark. 

Most importantly? Remember that communication goes both ways. Let your client know the best times and ways to contact you and express your willingness to connect whenever there’s a question, concern, or idea they’d like to share. And when your client contacts you, pay attention and LISTEN.

3. Be Honest and Ready to Give and Receive Feedback.

As trust is created in your client relationships, a sense of safety is established which leads to even deeper and more productive communication. Healthy relationships allow for respectful disagreements and differing opinions, and the expression of those thoughts and ideas can cultivate an even more substantial relationship with real benefits for you and your client. 

Sometimes your clients will offer feedback on their own, but regardless, make it a habit to routinely ask for feedback or if there are any areas you can improve upon. It’s a great wrap-up question to pose at the end of one of those scheduled meetings we just talked about. 

Listen closely to the concerns, and then act upon them. Make whatever changes necessary and let your client know when you do. Continue to check in to make sure nothing slipped through the cracks and expectations are being met. 

4. Make Good on Your Word.

Words without actions are empty and create distrust. Actions without dialogue or explanation are just downright confusing and disorientating. But when you combine effective communication with follow-through…well, that’s just magic when it comes to building client relationships. 

While you may want to start off on a high note and offer your client the world, setting realistic expectations from the start offers you a better chance of solid success. It’s far better to exceed set expectations than have to backtrack or struggle with fulfillment. This is about building trust, and you accomplish that by being honest about what you can and cannot do. 

5. Be Human. 

Good business is more than just proposals, transactions, and revenue. It involves basic human courtesies like respect, empathy, patience, and kindness. 

This should go without saying…but if a client has to reschedule a meeting because their car died, or they were up late with a sick kiddo, or some other unfortunate, unavoidable situation, show care and understanding. Life happens to everyone, including you. The way you treat others will determine how others treat you in response. 

Building client relationships involves humans being…human! While there will always be the professional element, don’t be afraid to show your own personality. This will encourage your clients to feel more at ease and free to loosen up themselves, showing more of who they are. Talk about your day. Share a lame dad joke. Send them a relevant LinkedIn post that you thought was intriguing. 

There are a million ways to make connections and show your company’s humanity. Most of them don’t require much effort, but the returns you gain in cultivating your client relationships are totally #worthit. 

6. Go “A and B the C of D.”

Please, don’t run away just yet. Let us explain the phrase. It’s a good one. 

“A and B the C of D” is just a catchy way to say “Above and Beyond the Call of Duty.” And when it comes to building client relationships, doing just that is a surefire way to set yourself apart from the competition. 

We’ve got some ideas to get your creative juices flowing.

• Now that you know your client, you can offer personalized plans and strategies that cater to their specific needs. 

• Connect them with another individual or company in your network who can offer them value. 

• Strive to finish projects ahead of schedule.

• Uncover and celebrate significant events (client’s accomplishments/awards, events, even birthdays!). Send a message or an actual, real-life card in the mail.

• Go out of your way to explain processes and valuable info around your industry and area of expertise so they can thrive as a business. 

• Comment/share client’s social media posts to boost engagement.

The more consistent and creative you are with exceeding your client’s expectations, the stronger your bond will become. 

 

Squeeze is Here to Cultivate Your Client Relationships!

Building and maintaining strong client relationships is hardly a one-person task. You need to have a team that’s knowledgeable and available to meet your client’s varied needs. 

Lucky for you, the teams here at Squeeze are made up of communication experts who make it their personal mission to see your business relationships thrive. We take the time to get to know you and your clients so our execution aligns perfectly with your values and goals. 

There’s no time like the present to give your clients the best experience possible. Contact us today to get started with Squeeze!