How To Build Outstanding Client Relationships

Relationship-building is the key to growth for any successful services business. In a competitive global market, what are the secrets of top achievers who build client partnerships that last?

Generating and developing meaningful long-term customer relationships is an art form.

Anyone who works in a client-facing capacity knows the potential pitfalls – be over-eager to stay in touch and you drive prospects away, but be too hands-off and you risk missing valuable opportunity.

Across the Clarksons organisation we employ some of the world’s most accomplished client relationship experts, partnering with international trade leaders around the globe.

In my role recruiting across our divisions I’ve had the privileged opportunity to learn and observe what sets apart the top performers from the rest of the pack.

Together with a blend of charisma, business acumen and sheer hard work, here are some of the key traits that all client development specialists combine:

They’re topical

Building meaningful business relationships isn’t just about checking in with prospects periodically on a CRM-driven schedule.

Expert partners are not just knowledgeable about their own markets, they’re well-informed on their clients’ sectors and follow trends, contract wins, senior personnel moves, M&A activity as well as developments in legislation and regulatory requirements.

Acting on this information, their outreach and discussion with client partners is always driven by market events and dynamics, ensuring meaningful input and timely engagement.

They add value

In addition to their core service offering, expert relationship-builders work to become a valuable member of their clients’ network in their own right. This means keeping client interests in mind at all times, and supplying customers with news, insight, referrals, recommendations or business opportunity. Demonstrating an ability to add value outside of a direct commercial partnership creates a natural segue towards formal deals when needs arise.

They’re human

The most successful account directors and relationship managers are usually exceptionally transparent. They work hard to treat their customers as individuals – not merely learning about their career goals, family backgrounds and hobbies, but genuinely establishing a mutually-supportive relationship and looking to find win-win opportunity wherever possible.

In doing this, they’re often an open book to their customers – happy to share their interests and personalities fully with client partners. Over time many strong business partnerships evolve into genuine friendships.

They’re always available

Having “outstanding communication skills” is a tired job description cliché, but it’s a cast-iron requirement for success in a client development position.

Being a great communicator in a customer-focused capacity means being responsive, reliable and accessible. Many top account directors also prioritize phone and in-person time with customers, building face-to-face relationships that consolidate them as more than just an email address in their clients’ inbox.

Hard work goes with the territory and the open-all-hours mentality, and most top achievers will always make time to speak with a key customer irrespective of formal office hours.

They go the extra mile

Behind almost every landmark contract win that helps define the career of a standout achiever is a story where a customer has received service that goes above and beyond the requirements of a contract or a deal.

Relationship specialists know how important it is to not just meet but exceed customer expectations, and continually find ways to do it.

When a customer recognises that their account representative has really pulled out all the stops to deliver, whether it’s a heavily discounted deal they’re negotiated or a lightning turnaround on a project against daunting deadlines, that memory sticks and a service quality precedent is set that can be the foundation of a partnership for years to come.

They have no favourites

Despite managing extensive contact networks, high achievers treat every client as their most important. Happy clients are not only more likely to deliver business, they’re also more likely to generate referrals and open doors to further opportunity. Top professionals give every prospect their best service, whether a major international conglomerate or a small business. As companies grow or key people change career tracks and move to larger organisations, the legacy of delivering gold-plated customer service to every prospect ensures a continually-growing pipeline.

They stay top-of-mind

Relationship-development experts also work hard to stay in contact. They’re exceptionally organised and disciplined about maintaining contact across their networks and also leverage social media effectively to keep visible. They don’t only pursue business opportunities in predictable buying cycles, but also weave the personal aspect of their relationships into the business fabric – ensuring birthdays, weddings and anniversaries get the same recognition as budget renewal and new project sign-off.

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