7 Tips for Building Relationships With Clients That Last

It’s a well-known fact that long-term clients spend more over time, which can have a big impact on your bottom line. According to global management consulting firm Bain & Company, a 5% increase in customer retention can produce more than a 25% increase in profits. So if you want to build a small business that stands the test of time, you need to focus on building relationships with clients—and making those relationships long-lasting.

Like any relationship, if you want your relationships with customers to thrive, you need to put in the time, work and effort. But what does that actually look like?

Here are our top tips for creating lasting, positive and mutually beneficial relationships with your clients.

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    1. Do the Work Up-front to Ensure Relationship Success

    Building a lasting relationship with clients starts at the very beginning. If you want your client relationships to last, there are steps you need to take from the get-go to set the relationship up for success.

    Some of the initial steps you’ll want to take include:

    Get to Know Them

    Every client has different needs, goals and preferences. So it’s important to take the time to get to know them before you start working on your first project. Try to find out:

    The more you know about each customer, the more you can cater your work style and services to them specifically—and the better the relationship will be as a result.

    Establish Preferred Communication Channels

    Again, every client has different preferences, including how they like to communicate. Some will prefer regular phone calls to get an update on the status of your project—while others would be irritated if you called them and interrupted their workday.

    That’s why it’s so important to get on the same page as your clients in terms of their preferred communication channels. For example:

    Taking the time to understand how your customer likes to communicate will start the relationship off on the right foot—which, in turn, can help you lay the foundation for a strong relationship.

    Set Proper Expectations

    In addition to laying the foundation for communication, it’s also important to set proper expectations with clients prior to working on your first projects.

    Some expectations you’ll want to agree on before you start working together include:

    2. Foster Open Communication

    The most successful client relationships are the ones that foster open communication. Your clients need to be able to get in touch with you, feel comfortable asking you questions and, in general, feel like you’re easy to reach and communicate with.

    Do whatever it takes to foster open communication with your client. While this will look different for every customer—and every relationship—it may include:

    The more you open the lines of communication between yourself and your client, the more comfortable they’ll feel with you—and the more likely it is that the relationship will go from a one-time client to a long-lasting one.



    3. Go Above and Beyond

    The difference between having a good versus a great relationship with your client will, in large part, depend on how you show up for them.

    Going above and beyond to make sure your client has a positive experience—and that your work exceeds their expectations—will solidify the relationship. You’ll also become the go-to resource for your clients.

    There are a ton of ways you can go above and beyond, exceed your client’s expectations and strengthen the relationship, including:

    Going above and beyond for your clients will help instil a sense of trust and respect. Your clients will feel as though you’re a partner they can rely on—which can go a long way in creating relationships that last.

    4. Treat Your Client Like a Person

    Building client relationships is just like building any other relationships; they’re built on mutual respect, kindness and understanding. Or, in other words, your client is a person—and if you want to have a strong relationship with them, you need to treat them like one.

    A little kindness, warmth and old-fashioned common courtesy can go a long way when creating relationships with clients.

    For example:

    Now, treating your client with warmth and courtesy is important. But it’s also important not to overstep your professional boundaries. You want to be friendly, but remember that you’re dealing with a client—not a buddy. Avoid anything too personal (and definitely avoid anything that could be construed as offensive or inappropriate).

    5. Ask for Feedback—and Then Implement It

    You want to do the best job possible for all your clients—and in order to do that, you need to ask for feedback. But feedback isn’t going to strengthen your relationship unless you actually take that feedback and use it to improve.

    When a client offers feedback, take the time to really listen. Ask questions. Repeat what you understand back to them to ensure that you’re on the same page. Then, take that feedback, apply it to what you’re working on together and follow up to confirm that they’re happy with the changes.

    By acting on your clients’ feedback, you’re showing them that you hear them, you respect them and you’re willing to do whatever it takes to ensure they’re happy with your work—all crucial elements in building a long-lasting client relationship.

    6. Make Their Life Easier

    People value ease and convenience. If you want to foster positive and strong relationships with your clients, make sure the process of working with you is as easy as possible.

    For example:

    The point is, the easier and more convenient the process of working with you is for your client, the more they’re going to want to work with you.

    7. Own up to Your Mistakes

    Trust is an essential part of any good relationship—including the relationships with your clients. And building that trust starts with accepting responsibility when things don’t go as planned.

    Everyone makes mistakes. But if you try to cover them up, your clients aren’t going to trust you—and the relationship will suffer.

    Simply, own up to your mistakes.

    For example, did your client call out a typo on a social media post you sent over? Acknowledge the error, apologize and let them know it won’t happen again. Did one of your team members miss a deadline? Again, acknowledge the mistake and apologize. Then assure them that you’ll be talking to your team member to ensure work is submitted on time moving forward.

    You’re human. You’re going to make mistakes. It’s not the end of the world if you own up to them instead of trying to hide them or getting defensive. This shows your clients you’re open, accountable and trustworthy. And it will help to build the foundation for a long-lasting client relationship.

    Use These Tips for Building Relationships With Clients That Last

    Finding new clients is an important part of running a small business. But if you want your small business to thrive in the long run, you also need to focus on managing relationships with existing clients. Now that you know how to build client relationships that last, you can keep your clients coming back for years to come.

    This post was updated in June, 2020.

    about the author

    Freelance Contributor Deanna deBara is an entrepreneur, speaker, and freelance writer who specializes in business and productivity topics. When she's not busy writing, she enjoys exploring the Pacific Northwest with her husband and dog. See more of her work and learn more about her services at deannadebara.com.

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