How to achieve strategic relationships with clients

By Linda Julian

The eTip I wrote last week presented a checklist to help you assess which of your client relationships are truly strategic, and which belong in the categories of just long, or costly, or both.  Here's how to get to strategic relationship status with like-minded clients who will value what you do  -  beyond its cost.

Go beyond baseline expectations and service levels.  Do more than the minimum in most or all of the areas which matter to your client. 

Exceed client expectations.  Don't just assume  -  make sure you really understand what each client expects now, then take it to the next level.

Truly focus on each client.  Make certain you know what really matters to this client and that they know this now matters to you, too.

Become truly proactive in identifying, addressing, and constructively engaging potential future issues.  Seize the advantage by getting in ahead of your client listing a neat and clearly defined set of needs.  Anticipate problems and show you're ahead of the game.
 
Invest in superior service.  Constantly upgrade the service experience with the very best people and resources you can find.
 
Expertly manage relationships.  Make certain this critical success factor is front and centre, where it belongs.  Allow non-chargeable time in professional budgets for this important activity.
 
Add value to clients and their businesses well in excess of your cost.  It goes way beyond value-added services:  ensure that your services produce results, are a good buy, and truly valuable to your client.
 
Engage clients with a constant stream of ideas and recommendations to do better in future.  Never take the client for granted  -  keep them interested, and keep your team on its toes, with constant improvements.
 
Audit outcomes and evaluate relationships.  Invest in independent client interviews and other reviews to help you identify areas to do even better and take your business relationships to the next level. 

A strategic relationship is a journey rather than a destination. 

Delight in your achievements and progress, but never be satisfied.  Always be restless to do better.