Personalizing Business Relationships Through Communications

When’s the last time you wished a client happy birthday? Sent a personal congratulatory letter?

Often overlooked or low on the priority list, effective client communication extends far beyond promptly returned phone calls and emails, plus an engraved card at the holidays.

Indeed, communicating with clients and client prospects is the single most important tool for growing a successful practice. Of course, it’s no substitute for delivering solid work product. But effective communication can make all the difference when it comes to landing a new client, holding on to an existing one, or expanding the amount and kind of work you’re called upon to do.

People do business with people who they trust, and trust comes through relationship development. That’s where communication comes in.

It’s not a one-size-fits-all undertaking. Your communication process should be individualized based on client preferences. For example, your Internet savvy clients may be interested in periodic e-mail updates, while “old school” clients may require in person meetings, and other clients might prefer minimal contact but appreciate being mailed articles from time to time.

Make the most of every opportunity. If you are quoted in a newspaper or speaking at a conference, let your clients know about it—provided, of course, that the topic is one of interest to them. Don’t send clients articles or invite them to a conference simply to let them know you are featured. Nor will it reflect well on you to pass along articles if the topic is old news or appears in a non-reputable media outlet.

Articles and conference invitations should be sent from you personally, and preferably with a personal note—not from your secretary or the marketing department. The note need not be elaborate—just a sentence or two along the lines of “I thought you might find this of interest.”

Look for smart news stories relating to your clients’ industries and forward them (with a note) as well. This serves two purposes—it lets clients know that you’re thinking about them specifically, and non-verbally assures them that you’re on top of the latest industry developments and events.  

Suffice to say, do not bill clients for these efforts. In the long run, the time you spend reaching out to your clients will be recouped through continued and expanded work on their behalf.