CSMs, Stop Being "Nice" To Clients

When I say "stop being nice," I’m not advocating for impoliteness or unprofessionalism. Instead, I’m encouraging Customer Success Managers (CSMs) to stop being the "yes-man" to every client request.

In many industries, the concept of a CSM is still relatively new, and clients often confuse CSMs with customer service representatives. This misunderstanding leads them to expect executional support beyond the CSM’s role, often pushing for tasks that fall outside the job scope. While agreeing to every request may seem like an easy way to maintain harmony, it can backfire. Here’s why.

The Negative Impacts of Being “Nice”

1. Devaluing Your Work: When you continuously go above and beyond, clients start to expect it. Over time, your work is no longer seen as a valuable service but as a given. This diminishes your ability to upsell and traps you in a cycle of devaluation.

2. Time Wasted on Low-Value Tasks: Every minute spent on tactical, low-value tasks is a minute taken away from more strategic activities—like business development, client analysis, and strategy planning. If your time is consumed by executional work, both your professional growth and the client’s potential for success are stunted.

Clients Don’t Need "Nice"—They Need Value

True value comes from understanding the deeper needs of your clients—needs that are often hidden behind bureaucracy, miscommunication, or misalignment.

As a CSM, your role is to identify and address these needs by building trust and facilitating meaningful, strategic conversations. Here’s how to add real value:

1. Know Your Client Inside and Out: Research on your client’s industry, competitors, challenges, and market trends. By anticipating their needs before they even voice them, you position yourself as a proactive partner. When they come to you with a concern, you should already have a roadmap for moving them forward.

2. Become a True Expert: Master your product, its best practices, and the resources available to help your client succeed. The more knowledgeable you are, the more indispensable you become. By exceeding expectations, you set the stage for a long-term relationship.

3. Stay Informed: Keeping up with industry trends, technological advancements, and market shifts ensures you’re always bringing fresh insights to the table. This proactive approach invites clients into strategic discussions, making it clear that you’re not just executing a task but helping to shape their success.

Set Clear Boundaries from Day One

Value is inherently tied to scarcity. When everything is readily available without limits, its worth diminishes. That’s why setting boundaries from the very beginning is critical.

During onboarding, be upfront about your role and scope of responsibilities. Don’t allow clients to treat you as a tool for every task—show them you’re an expert in your field. Most clients will respect this clarity. And the ones who don’t? From my personal experience, none of these clients were aiming for a long-term partnership in the first place.

Handle Clients’ “Extra Requests” Smartly

While it’s natural to want to help clients—especially when it comes to executional tasks like product setup—it’s essential to approach these situations strategically.

1. Clarify Your Role: If you’re stepping outside of your primary responsibilities to assist, make sure to frame it as a favor, not an obligation. While these tasks might be of low value, at least doing them can earn respect from clients.

2. Empower Clients with Resources: Rather than doing the work for them, teach clients how to use the product effectively. Offer resources like training sessions or educational materials. As the old Chinese saying goes, "Give a man a fish, and you feed him for a day. Teach him to fish, and you feed him for a lifetime."

3. Find Opportunities to Make Your Value Shine: When you do take on executional work—such as setting up an marketing campaign—don’t just follow the client’s instructions. Look for ways to improve the process. For example, suggest an A/B test between the client’s content and your content recommendations. With thorough research on competitors and market demands, you can often deliver better results than the client initially expected. This will change the client's perspective on you, from a helper to strategist.?

When You Create Value, You Create Growth

On the business side, clients who respect your expertise will look to you for high-level strategic decisions. As a trusted advisor, you’ll uncover deeper needs and proactively offer tailored solutions, ultimately expanding your accounts.

On a personal level, engaging in these high-level conversations not only strengthens your relationship with the client but also positions you as a high-value professional. By constantly delivering value, you’ll create opportunities for career advancement and greater professional recognition.

A Little Homework for You!

Now it’s your turn:

1. Examine Your Boundaries: Take a moment to assess the boundaries you’ve set with your clients. Are you overcommitting? Where could you focus more strategically?

2. Say the First “No”: If a client consistently pushes beyond the scope of your role, think about how you can shift the conversation and say “no” without damaging the relationship. This may feel uncomfortable at first, but it’s a crucial step in establishing your value. If you need help taking that first step, I’m here to assist.

#CSM #CustomerSuccess #AccountManagement #ClientRelationship