How to Create Brilliant Client Relations [Video & Article]

When you work in a service-led role, your success is largely down to having the ability to build and maintain superb relationships with your clients. This post delivers key (and for some, surprising!) advice on what you need to do to create partnerships that meet and beat the expectations of both sides of the table.

Define clear expectations at a very early stage

Once you’ve gone through the client attraction process and won the chance to work with a client (yay!), it’s very important that you have clear working expectations in place. Here are some of the fundamental areas within this:

Remit — what you are responsible for delivering, and as importantly, what the client is tasked with. Defining this (in writing) ensures that there is a reference point for use when the scope of your project/service starts to waver.

Performance — what are you going to achieve and when? What are the metrics that you’ll be judged on? When are the ramp-up points? If you achieve ‘x’ then what’s the next stage? How and when will your performance and relationship be evaluated?

Service levels — what timescale can they expect a response/output within? This also goes the other way; how long will it take them to provide feedback/sign-off on work? When are you available to them? When and how will you communicate progress with them? Are regular meetings part of your agreement? Without this in-place, you can easily end up in a tricky situation down the line when your time is being sucked away.

Make on-boarding simple

The early stages of a new client relationship go a long way to defining the long-term success of it. In most cases, there will be a number of steps that are required before any ‘real’ work takes place.

Check 1–2

Create a checklist that is shared with the client, enabling them to handle all of your early needs either in one fell-swoop or at their own pace, without a continual stream of requests from you. Some areas to consider:

• What do you need to do in order to get paid?(!)
• What technology do you need access to? Marketing systems etc.
• Who are your key contacts? What if they are on holiday/sick?

This checklist can be used across multiple clients. Of course, there will be tweaks, however you’ll find that this can remain fairly consistent.

Be brutally honest at all times

This sounds obvious, but in order to have a truly fruitful relationship, you must be honest at all times.

I’ve heard phrases in and around the large agency world such as ‘Just fudge the figures’. Unacceptable. This attitude, and a distinct lack of working efficiencies seem to be inherent to many in that sector.

Areas of honesty:

Your performance — Be transparent. Like crystal clear at all times. If you’re not doing well enough, tell them, but have a clear explanation of why and what you intend to do about it. Data should never lie. Be held accountable to that. If you’re doing well, tell them, but communicate how you intend to take it even further.

Yeah, we totally do that…

What if the client asks you to do something out-with your area of expertise? I’ve seen people be as brazen to say ‘yeah, I can totally do that’, while I sit there, squirming, thinking ‘you totally cannot’. You know what the client will appreciate far more? Being told one of the following:

‘No, sorry, but that’s not an area that I/we can deliver on for you’.

Or

‘That’s not within our skill-set, however we can take a slower route to it via learning? The does mean that you (the client) have to be open to it not working at optimal levels in the early days as we test and learn?’

This will stand you in far better-stead than giving a bravado-led ‘yes’ and then royally screwing said task up and ultimately abolishing all trust you’d worked so hard to build.

Their performance — What?!? I hear you scream. If your client is not giving you what you need in order to perform as they expect, tell them! Not matching the expectations you both set? Remind them. Explain why their actions (or lack off) are hindering your work. Be proactive in chasing them, without becoming a pest! The right client will react well to this. Be brave.

This also extends to their thoughts and ideas. Of course, you want a client that is full of them, however, if theirs aren’t suitable, tell them. Just be kind about it and have a clear rationale for rebuttal, and very importantly, an alternative.

Partnership happiness — This one really throws people. It is okay to sack a client. If you’ve been truly honest at all times and kept to your end of the bargain, yet you’re still pulling your hair out, losing passion for the project and generally don’t know where to go, it may be time to say ‘this just isn’t going to work’. Just ensure that this never comes out-of-the-blue. Address the issues, be willing to admit your part in the problem, and if the relationship is still untenable, be prepared to be the one who severs ties.

Know when it’s time to pass the baton

It’s unlikely that you’re truly the best person at what you do. Fact. In the vast majority of cases, there will come a time when you’ve reached the absolute peak of success for your client. If you’re able to recognise that point, then you’ll be in a great place. At that time, you have to illustrate this fact to your client. Sounds crazy, right?

Here’s what happens if you don’t do that:

Things carry-on as is. The client is satisfied, but not delighted, as while performance isn’t rocketing, it’s maintaining the same (already improved) level that has happened since you were brought in. They can’t be assed looking for an alternative, so they make-do with you. Sound good? Easy money? If that’s you, then you likely haven’t made it to this point of this post.

The poop hits the fan. Instead of putting your hands up and saying ‘My work here is done, I’ll help you find the next provider’ (hint — that’s the best way to do it), you carry on at flat-line level, hoping that the client doesn’t flinch. Ah, no luck. The client has decided that your output is now unsatisfactory, and you’re done. There’s no hard feelings, but the relationship could have been left in a far sweeter place. If someone asks them what they thought of working with you, they’ll most likely be kind. Will they actively tell people about you? Deliver a ringing endorsement? Doubtful.

Honestly

You know what it all comes down to? Honesty. Plain and simple. Being honest with yourself about your abilities, limitations, your passion, your willingness to graft, learn, improve and self-reflect. Not being a punch-bag for clients just because that’s what has become acceptable over the years. Ensuring you’re as on-top-of-your-game as you physically and mentally can be. And if you’re not? Taking an honest view of what you have to offer and being comfortable with it. The chances are, you’re bloody brilliant.

Did you get value from that? Got more to add? Please do let me know in the comments! You can check out my short, practical LinkeIn videos, covering marketing, creativity and more here!