Improving Your Client Management Processes to Build Stronger Relationships
Building a successful business is like juggling flaming swords while riding a unicycle. (Ever felt that way?) The events industry and businesses everywhere face constant challenges, from economic curveballs to pandemic-induced pivots. At avad3 Event Production, we’ve seen firsthand how the ability to adapt while prioritizing strong relationships can transform not just events, but entire organizations.
Still, amidst the chaos, one truth remains constant: clients are the lifeblood of any business. So, how do you nurture those relationships and keep clients coming back, eager to work with you again?
Why Do Clients Leave?
Even the best-run businesses lose clients occasionally. But when it happens too often, it’s time to look under the hood. Here are some common reasons clients move on and how to ensure it doesn’t happen to you.
1. Disappointing Customer Experiences
Imagine showing up to a conference where the microphone cuts out during every keynote. Frustrating, right? Clients feel the same when their vendor experiences are riddled with delays, unresolved issues, or lack of attention. Seth Godin said it best: “People do not buy goods and services. They buy relations, stories, and magic.” Your client experience should leave them feeling like they’ve witnessed magic not a trainwreck.
Event Example: Let’s say a client’s gala ran over budget last year. Instead of offering vague assurances, dive deep into the details and proactively suggest how they can streamline costs next time. The result? A wow-worthy event and a client who feels valued.
2. Poor Communication
Ever had that one friend who never texts back? Frustrating. Now imagine paying that friend thousands of dollars. In business, communication gaps can feel like betrayal. If your clients aren’t hearing from you, they’ll start listening to competitors instead.
The fix? Borrow a principle from Strategic Coach: focus on simplifying your systems to eliminate bottlenecks. Whether it’s a clear project update schedule or setting expectations upfront, proactive communication fosters trust.
3. Lack of Appreciation
Think about the last time someone sincerely thanked you. It felt good, didn’t it? Yet, many businesses fail to show gratitude to their clients. Recognizing loyalty isn’t just polite; it’s essential.
Idea to Steal: Send handwritten notes after events. At avad3, we’ve seen these simple gestures strengthen our client relationships in ways a generic email never could.
Building Trust That Sticks
Trust isn’t built in a day, but it can be lost in a moment. The foundation of a strong client relationship lies in transparency, reliability, and respect. Here’s how you can solidify trust in every interaction:
Active Listening
Brené Brown reminds us, “Vulnerability is the birthplace of connection.” Listening to your clients really listening requires a touch of vulnerability. Ask questions, stay curious, and show empathy for their challenges.
Pro Tip: During planning sessions, recap what your client shared to confirm your understanding. This small step reassures them you’re on the same page.
Setting Clear Expectations
Unclear expectations can turn even small missteps into major disasters. Lay everything out: the timeline, the deliverables, the "what-ifs." As we like to say in production, "Measure twice, cut once."
Exceeding Client Expectations
Once you’ve mastered the basics, aim higher. Turning a satisfied client into a loyal advocate requires consistently exceeding their expectations.
Personalization Matters
Think about the difference between getting a generic coffee cup and one with your name on it. Personal touches matter!
Event Twist: For repeat clients, keep a record of their preferences, whether it’s stage lighting styles or their CEO’s favorite walk-on song. Surprising them with these details shows you care about more than just the invoice.
Add Value Without Breaking the Bank
Adding value doesn’t always mean adding costs. For example, you could:
Offer behind-the-scenes event prep photos for social media.
Provide a post-event debrief with actionable insights for their next event.
Share industry tips that align with their mission.
At avad3, this approach aligns with our value of “here to serve.” Clients notice when you go the extra mile even if it’s just a small gesture.
Be Proactive, Not Reactive
Don’t wait for a client to ask, “What’s happening with XYZ?” Beat them to it! Proactive communication saves stress for both you and your clients.
Example: Let’s say your team identifies a potential AV equipment delay for an upcoming conference. Reach out, explain the issue, and offer solutions before the client even notices. They’ll remember your professionalism and foresight long after the event.
A Long-Term Perspective
At the heart of great client management is the recognition that relationships are investments, not transactions. Patrick Lencioni puts it perfectly: “Clients are not interruptions of our work; they are the purpose of it.”
When you view clients as partners in a shared mission, you’ll naturally prioritize their needs, add value, and create a foundation for long-term success.
How will you surprise and delight your next client? Maybe it’s time to roll out that handwritten note or offer an unexpected upgrade. Whatever you do, make it memorable. Because in the end, that’s what keeps clients coming back not just for your services, but for the relationship they’ve built with you.
