Forget the Flowers: How to Create a Meaningful Client Relationship

Valentine’s Day spirit is all around, reminding us to be thankful for those special relationships in our lives. While this holiday traditionally celebrates the personal relationships in our lives, what about the business ones?


Think about it: Maybe you’ve picked up a box of chocolates for your significant other, or made the traditional dinner date to show how important the relationship is to you. But you wouldn’t depend solely on this one day a year to sustain the relationship, right? The same goes for your client relationships.


Without careful nurturing, client relationships disintegrate, leaving customers feeling unimportant, or forgotten. Stop using empty gestures and focus on building a human relationship with each client ensures they feel valued. Read on to learn how!


Between endless emails and smartphone notifications, it’s hard in today’s society to truly listen. To create a meaningful client relationship, your customer should never wonder if you’re listening to them. Make an effort to tune out your phone and into the conversation to help find a solution to their unique problem.

Be honest.

It’s easy to get caught up in the competition, but be careful: Don’t promise something you can’t deliver. Aside from frustrating your support staff and delivery teams, you can potentially harm your and your organization’s reputation. Instead, focus how, through resources and partnerships, you can help solve the client’s issues.

Pay attention.

On the surface, paying attention and listening may sound like the same thing. The difference? When you pay attention, you notice what the customer isn’t saying as much as what they are. Don’t be afraid to read between the lines to learn more and create a more meaningful connection and solution.

Start a routine.

After carefully cultivating this friendly relationship, keep it up. Continue to reach out, engage, and touch base often to ensure the customer knows how invested you are in the relationship.


In the end, customers want to know you care. Stopping by once a year to say hi just isn’t enough. Instead, invest the time and effort to show your genuine interest in their problems and investment in their success to create the kind of meaningful vendor/client relationship that lasts lifetimes.

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