Clients are people too. Here’s how I earn their trust
The trick to earning a client’s trust is to forge an authentic relationship with your point of contact. It’s an approach that has not only made the work more enjoyable, it’s also set M.T. Deco up for years of future business as people inevitably change companies and bring us along.
When I first started the company, my focus was always on a client’s brand name because my eye was on the next clients & experiences logo I could add to my website. Now that I feel more established with a wide range of client experience - mostly good, some not so great [we can laugh now] - I have a clear sense of how to invest my time and an awareness of which clients are the best fit.
Psssst….here’s how to figure out which clients are the right fit for you.
Hot tip: make a client look good once and you’ve got a professional friendship for life. This type of relationship-building isn’t straightforward and often requires “touching base.” It’s not being annoying or pushy, but popping in with a subtle value-add suggestion at just the right time. It’s networking 2.0 and requires a balance of authenticity without the ick factor. It’s a reminder of what you bring to the table – and how you can help THEM look good.
Linda Ong, my fairy godmother, is a PRO at this. When we’ve worked together on client projects, she has my back and will coach me in outreach, especially when the time comes for a contract to wind down and the introduction of a new proposal gears up. There’s all sorts of little tips she encourages that I’ve incorporated into my own process - here are my go-tos:
Sprinkle in emails with relevant news articles | thought starters. Whether it’s industry specific about the project or company - which is usually a simple ‘congratulations’ - to something featuring a competitor - dropping a short note with a thought starter / next step action item does SO much for client relations. First of all, it makes the client feel as if you’ve got them on your mind 24/7 and they’re getting value beyond the project at hand. Second, it shows you’re a critical thinker and understand how the immediate work ties to the real-world / larger culture. And third, it makes them look good internally! Crafting something they can repurpose and pitch to their boss is ALWAYS a good idea [and helps your case when you do send that eventual next proposal].
Get to know your POC on a deeper level. Clients are people too. We all have the same gripes, internal politics, budget challenges, personnel issues, etc. It’s inevitable that a client meeting turns into a vent session at some point in your interaction. After all, you’re there to solve some sort of challenge for them - so be attuned and listen. Ask questions. Get to the root of what’s difficult for them to navigate and use that information to help manage the relationship [always leading with what you can do for them].
Sometimes it’s easy and there are tangible next steps to suggest. Sometimes it’s more nuanced and actually requires you to back off, which isn’t always easy. For example, we had a long-term retainer client recently panic because of in-company turmoil and she requested to take a break from our contract. That was a VERY hard pill to swallow since we were on an annual contract. However, after 2 months she came right back - grateful, motivated, and more aware of the value we bring to her. Giving her that space lost us a little money in the short term, but strengthened our overall relationship in the long term.
Always think ahead and offer solutions to future challenges. Be super proactive and bring pre-packaged solutions to the table for clients. For a long time, M.T. Deco has operated like a custom furniture business with a highly customized strategy for every client. This hasn’t changed, but what has is when we focus on something new - like building DRIP strategies or focused tips on leveling up social copy - we think about how each can be applicable to every client. It’s not just about our standard digital strategy playbook process, it’s an iterative approach that creates ongoing value for clients, and also helps us get more out of the work we put in. The bonus is that every time we reapproach the strategy, it gets sharper and more efficient with each new execution.
And really, working with clients is not unlike other relationships in your life. Friendships, professional, family, partners, it’s all about a give and take with respect, and not being weird. And yes, there is the elephant in the room that you’re there to get something out of it, which is why the more you can lean into the value YOU bring to the table and how you can not only make your point of contact’s life easier, but will make them look like a rockstar in their company, the more likely it is that they’ll want to keep you around.
Xo, Melissa