Over 25 years in the business world I have experienced a myriad of client relationships. Some client relationships, for whatever reason, never develop the way you hope – and other partnerships are extremely rewarding. Successful partnerships are built on a foundation of respect and collaboration. Exceptional partnerships flourish into lasting relationships – and may even become long-lasting friendships.
To ensure that client relationships are geared to succeed open dialogue and ongoing reviews are critical to verify:
- That each party is fulfilling the agreed upon role
- That all parties are delivering value to the business venture
- That each party understands and supports all business partners
In your business relationships you have undoubtedly been exposed to relationships at all stages. Some relationships are brand new and develop on a weekly basis – while some partnerships have been in place for over a decade.
Relationship/partnership management experts suggest that for the success of your business you need to identify potential partners and then build and strengthen those relationships with firms and business sectors that prove beneficial to all parties. With 2013 well under way, how about we highlight the most critical factors in building and maintaining healthy client/business partnerships.
- Respect – Respect goes both ways. Only time can earn business partners the respect of clients, however the opportunity to earn respect needs to be present. Actions, not simply words, earn respect from business partners. Exceed your client’s/partner’s expectations.
- Trust – All stakeholder’s should perform in the best interest of all the clients and partners involved– not simply driven by one constituent’s ego or career on either side of the business. The ultimate goal is meaningful education and support for a successful business alliance.
- Cooperation – All partners/clients in the alliance are a team – often multi-disciplinary in nature in order to develop meaningful marketing. Understand that no single person will have all the answers – or should have all the answers. Only a cohesive team working in close partnership will reach the point of collaboration where impactful marketing is developed.
- Transparency – In active partnerships, all parties need to cut to the chase and be specific about our requests in relation to the business alliance. If an act or lack of action occurred to create dissatisfaction, ensure that the issue doesn’t reoccur. Equally when a client/partner performs well – celebrate the achievement.
Consider instituting an annual client/partner satisfaction survey in order to provide clients and business partners the opportunity to provide input positive, negative, or otherwise. A survey could prove very beneficial to your organization. For example, consider that the survey indicated that a client with whom your firm felt had a solid relationship and the client reported the opposite in the survey. You may choose to have a representative from your firm schedule a meeting with the client/partner to clear the air. Making the gesture of asking to have a meeting is a sign of good faith and that your company regards the client/partner as important.
Be sure that your organization demonstrates a culture that is diligent and takes pride in establishing relationships with partners as well as clients. The benefit from this proactive type of culture is that long-lasting relationships are created and these relationships deliver added value to your firm, clients, and partners.