The Trick to Building Client Relationships
For so many industries, client relationships are the foundation of business success. Forming strong bonds ensures repeat business and customer loyalty, and the people you build a rapport with will often become brand advocates, recommending you to their own networks and bolstering your client base. The following are insights from five business leaders about what it means to connect with clients through empathy and communication.
Ross, owner of a construction company
“In working with clients, I have seen that they have a very different perspective of the construction process than we do. Since my project managers have worked in the industry for years and years and understand the process inside out, it is easy for them to get frustrated when clients question things that seem straightforward. That’s why I coach my employees to have empathy for the clients during remodeling. There is usually a valid reason for their concern, which can be discovered when we take the time to communicate and to understand their perspective.
“I rarely use emails for relationship-building purposes. Face-to-face meetings and phone calls are so much more effective at conveying the emotion necessary to establish bonds with most clients. Emails are great for transferring information, but for forging genuine connections, talking is critical.”
Jessica, CEO and president of a nonprofit
“I run a statewide nonprofit that partners with school districts to place qualified, trained staff in school buildings, who then identify and work with the students most at risk of not graduating. So those districts are our clients.
“Empathy is important in building trusting relationships with our clients because school districts are stretched so thin. They’re trying to do everything—teach kids, counsel them, and provide them with basic needs like food. We must demonstrate to them that we understand the challenges they’re facing and that we’re on the same team.
“My approach is to be transparent and supportive—display empathy to gain trust but in an authentic way. Regardless of the method of communication, it’s always possible to be kind, empathetic, and collaborative.”
Orion, co-owner of a regenerative farm
“My wife and I own a regenerative agriculture farm in Spicewood, Texas. We are a face-to-face organization because we sell directly to customers and clients through a farmers market. Our philosophy when it comes to these client relationships is ‘If you make a commitment or promise or give the customer an expectation, you better follow through.’
“We once had someone complain that the quality of one of our products had changed. We felt terrible and told her we would give her a refund and replace it. She was so overwhelmed by how seriously we took her complaint that she not only paid for the original product but also made a donation to the farm. When you listen with empathy, you can more readily understand the motivation behind a customer’s requests or feedback.”
Jim, managing director of a consulting company
“I’m the managing director of a firm that performs strategy consulting and due-diligence work in the energy-transition space with a focus on solar, hydrogen, and specialty contractors. Through my interactions with clients, I’ve learned that empathy is critical for building and maintaining relationships with them. By employing this tool, you will gain better insights into your clients’ goals as well as their challenges. Otherwise, you will probably never understand the potential roadblocks to closing the sale. Furthermore, even if you are unsuccessful in your first sale attempt, a good relationship might allow you to understand where you fell short. This is true whether you are selling a product or a service.
“There are many ways to build a client relationship. However, my mentors have emphasized the importance of in-person conversation. Whether it is a more formal discussion at the client’s office or a more casual chat over a meal, being there in person is valuable to forming a connection. You can learn more about an individual by seeing how they respond to comments and questions and through the conversations that happen after the ‘official’ meeting. These gestures also demonstrate a commitment to the client.
“I worked on a project for a European firm that was developing an American-market entry strategy and was naturally only considering US-based advisors. Part of the reason we won the project was that we were the only firm that went to visit them at their headquarters in Europe.”
Dan, financial and business consultant
“I work in mergers and acquisitions and offer management and business consulting services. To initiate relationships, I usually start with some form of text message, such as through Facebook, ads, or text-based media. But to build those relationships, I prefer phone calls, video calls, or in-person meetups. There is too much nuance that can get lost in a text message or an email. Voice inflections, sincerity, facial expressions, posture—these are things I need to see and hear to gauge what the client is conveying and vice versa.
“More importantly, I know that whatever connection I want to build with someone else, I need to take the initiative in creating it and giving a space for it to flourish. I do this by being vulnerable and genuine, offering safety, and showing elation or concern. I want my customers to feel seen, heard, and valued, and meeting in person is the best way I can do that.”
Nurturing client relationships is an ongoing process that demands empathy, a willingness to listen and understand, and an open channel of communication. It may take some work, but putting in the effort can help your business thrive in the long term.