Maintain an Effective

Relationship with
Clients and Customers

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR

The Importance of Client
Relationships

The success of any human endeavor depends on the

quality of the relationships between those involved. A
good working relationship, just like a good friendship,
builds rapport and understanding between the parties.
To achieve such, a relationship takes more than clear
and regular communication, although this certainly
makes a contribution. It requires investing time and
effort into understanding the client and his or her
business and situation.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Meeting the Needs of Clients

• Listen carefully to what they are telling you. Put aside any
negativity or previous experiences involving them and focus on
their current situation and issues.
• Remember (or write down) your clients’
names and points about them to refer to the
next time you meet or speak on the
telephone. This will help build a positive
client relationship and positivity will likely be
returned next time they have to speak to you.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Meeting the Needs of Clients

• Always be pleasant, even if clients are not pleasant to you. Most of

the time it is not you personally they are being unpleasant to; it is
simply that you are the person who is dealing with their needs on this
occasion.
• Graciously receive and handle any concerns, complaints or
problems. Use positive feedback words like ‘I understand’ or ‘Yes, I
see’ to show you are really listening.
• Provide service ‘above and beyond’ what they
expect of you. So rather than ‘It doesn’t work
like that’ or ‘We don’t do that here’, try giving
them some other options to consider – things
that will work or things that you do at your firm.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Meeting the Needs of Clients

• Smile, even during the times when you don’t feel like
it! The mark of a professional is the ability to be positive,
friendly and helpful in every situation, even when your
personal life is driving you over the edge!
• Accept their changes to plans, deadlines
and bad news positively. Consider what you
can now do rather than what you can’t.
Remember, whilst it’s true they may need to
know what isn’t possible, their real need is to
get things done!
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Meeting the Needs of Clients

• Be proactive by providing suggestions and guidance. It’s not

the one thing you do 100% better that will meet your clients’
needs; it’s the hundreds of things you can do for them just 1%
better that will keep them coming back for more.
• Always do what you say you’re going to do,
and do it on time. And if you can’t keep to
an agreed deadline, keep them informed of
what is going on before the deadline expires.
• Always remember: Clients are not the icing
on the cake; they are the cake!
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Devote Time & Effort to Client Relationships

• The success of any venture depends on the merit of the
relationships developed between all those concerned
wherein. A good working relationship, like a good
friendship, builds a solid connection and understanding
between parties. To attain such a bond takes more than
regular communication, although an important aspect, but
more-so involves devoting time and effort into
understanding the client, their industry and the
circumstances involved.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Grow Your Client Relationships

• Growing and preserving valuable and worthwhile relationships with
clients yields many rewards. A high quality, functioning
relationship allows a company to demonstrate their integrity,
professionalism and proficiency. Structuring and sustaining a
successful client association is a gainful practice which boosts
productivity and competence. Grumbling, disputes and
misunderstandings expend vast amounts of time and money – a
good client relationship ensures to the client that there will be a
rapid and peaceful resolution of any troubles or conflicts. Time is
money, and no one likes losing time.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Take a Unique Approach for Multifaceted Client Relationships

• Where a company employs a number of salesman or personnel who work
with an individual client over a period of time, it is vital to make clear
which person has the main duty for sustaining that client’s relationship. The
input of other employees, over and above their procedural roles, should be
plain, simple and to the point, careful not to contradict already understood
material. A unique approach to customer care is often needed to handle
relationships with larger client organizations. It is key for the salesman or
personnel to recognize the intricacy of the organization’s structure, the
arrangement of client contacts within the organization, and the
organization’s decision making procedures. It is essential to maintain
regular contact with the client to ensure a continual and mutually
beneficial good working relationship.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Lay the Groundwork

• The first step in laying the groundwork between the company and the
client is taking the time to know the client, as well as their business
practices. Although policies may vary, the preliminary stages may
include phone calls, meetings with the client and other significant
people within the company, and relevant background research. It is
critical to be clear about how their company will benefit from a
relationship with your company, as well as the proposed way of
achieving this. An essential role of the salesman or personnel is to
identify the needs of the client, and seek a solution to meet those
needs. Successful communication of vision, goals and risks is a
fundamental part of relationship building.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client
Operate with Values
• The bottom line is to act with professionalism, proficiency and integrity at all times.
Document Everything. Spelling out the procedures and expectations between the two
companies on paper will greatly minimize misunderstandings. A Letter of Approval is
often the first piece of documentation to be shown to the client, giving the salesman
or personnel permission to proceed. This is a binding agreement between parties,
initiated upon signing. Ideally, the parties should then proceed with an official
contract to verify the aspects of the job to be done, as well as charges and fees to be
collected. Contract papers have an important function in setting up and preserving a
good client relationship. The degree of detail necessary depends on the probability of
deviation, but crucial areas that must be covered are the scope, fees and liability to
be carried by the salesman or company. Two other areas that are often covered in
contract documents are the degree of requirement of parties, and the way in which
changes to the original agreement will be handled. This includes changes to the
scope, rate and/or time frame.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Keep Ongoing Communication

• All relationships need nurturing. One of the most common
reasons for the corrosion of a relationship is the perception
of being taken for granted. The worst perception a client
can have is to feel insignificant or forgotten. The salesman
or personnel is accountable for the health of any client
relationship, and for the amount of initial groundwork laid
in the beginning must be continual throughout the life of
the relationship.

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR

How to Keep a Client

Cultivate the Relationship through Communication

• Broad, simple and regular communication is the most
effective means of cultivating a client relationship. Regular
updates through progress reports, phone calls, or email are
very beneficial - recording and monitoring the ongoing
communication is useful for checks and balances on the
health of that relationship. Social contact on a regular basis
promotes the health of that relationship as the client feels
‘taken care of’ and reduces so-called “breakdowns” in
communication.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Cultivate the Relationship through Communication

• Also, should bad news need to be relayed to a client, the effect
of that news is greatly lessened when there has not been a
communication gap. “No news is good news” does not apply to
strong relationships. Failure to communicate only increases the
distance and weakens the bond between the parties. It will be
difficult to weather the storm of disappointment with a client
with whom the salesman shares a weak bond. Where a well-
built relationship exists, the client is less likely to point fingers
and lay blame, and more likely to work optimistically with the
salesman or personnel to attain the necessary solution.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Never Let a Client Go

• Ideally, there is a mutual relationship of trust and support between
parties. Nonetheless, complex situations can arise, despite the
efforts on the part of the salesman. Sometimes clients have
unrealistic, unfeasible or inappropriate expectations for the
salesman. In such circumstances, the first step is to try to revive
the relationship referring back to the original contract or other
documentation to support the integrity and efforts made on behalf
of the client. If this effort proves to be in vain, a third party may
be necessary to come in as another ‘voice of reason’ and mediate
the situation - this may be another salesman or other neutral
person within your firm.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Never Let a Client Go

• This liaison may soften the tension between the original salesman
and the client, and often the relationship between them can be
restored. However, if all efforts have been exhausted, the
salesman may have no other alternative but to make written note
of the facts of the situation, demonstrating that the client has
substantially breached the terms of the contract, and continue on
with company procedures concerning a breach of contract. At this
point, a “cooling off” time maybe necessary, but like a psycho ex-
boyfriend, you never let a client go! Once a client always a client,
and time heals all wounds. Revisit that client after time has done
its work.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

End Well
• Ending well means proper completion of all
documentation and evaluating the client’s
satisfaction. Feedback from clients is a great way to
assess the health of the relationship. A happy client
will be a promoter for the salesman and the firm,
potentially recommending other clients and
otherwise becoming a beacon of free advertising.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Keep in Contact with a Client

• Bottom line: A company needs repeat service from their
clients. Keeping in contact with clients in between
accounts will increase the chance of more accounts being
given, and is the least expensive form of marketing out
there. Classify the clients with the most potential for
continual work and execute a schedule to keep in regular
contact with them. Use computer client management
software and/or calendars to remind you to call or email a
client, and track the communication.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
How to Keep a Client

Keep in Contact with a Client

• Other tactics include: sending e-newsletters,
spotlighting the client’s successes through an online
format (i.e. press release, website, etc), or offering
opportunities for social contact (i.e. meeting at
mutual associations, business conferences, network
meetings, etc).

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR

When to walk away from a client

1. They Have a Bad Attitude

• This may sound a bit
elementary, but your
customer's attitude toward
you is crucial. When the
customer calls, are you
excited to pick up the
phone?

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR

When to walk away from a client

1. They Have a Bad Attitude

• If customers seem mean or rude when you speak to them,
that is a huge red flag. Unfortunately, some clients that
you'll sell to will look down on you because you are a
vendor. If you start to experience this, you need to walk
away. Don't take abuse from customers just because they
are going to pay you. We became entrepreneurs so we can
have freedom, create solutions to help others, and love
what we do. If a customer doesn't help fulfill that, he or
she has to go.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
When to walk away from a client

2. They're Taking All Your Resources

• There's always the customer who makes ridiculous demands
on your company. Early on, you'll be more likely to let clients
bully you because you want their business. When this
happens, remember the sacrifices you make when you tailor
your product to please one buyer. First, you start pouring
resources into a specialized solution that may not lead to
positive returns. Second, you set unrealistic expectations for
future business. Once you bend over backward for one client,
others will start expecting similar treatment.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
When to walk away from a client

3. They Have Unrealistic Expectations

• The worst kinds of customers are the ones who
expect your solution to solve all their problems. If
this customer purchases your shirt, he expects to
become one of the most attractive people in the
world. When certain customers buy your software,
they freak out when they discover a single bug.
These clients will cause you to rip your hair out.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
When to walk away from a client

3. They Have Unrealistic Expectations

• Great buyers are the ones who work with you, not against
you. If something is wrong with your product or service,
apologize and fix it immediately. Don't take the blame if
your customer expects you to do more than your
company promises. In most cases, you need your clients
to put in effort to make your product a success for
themselves. If they're expecting you to solve all their
problems, they're not going to be happy customers no
matter what you do.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Building Strong Relationships With Clients

• Forming strong relationships in every area of life is an

essential component to success. The relationships
you've formed with various types of people in many different
areas of your life can serve as a foundation for your creating
strong ties with clients.
• Forging solid business relationships seems simple on the
surface, but these ties require time, effort and tact.
Developing and maintaining these connections can sometimes
feel draining and even burdensome, but the rewards can be
significant.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Benefits of good client relationships

Businesses of all sizes need effective ways to

manage relationships with customers. Small-
business owners, however, have an exceptionally
keen interest in customer management, because
effective customer management means an
improved client experience, a focused marketing
plan, increased revenues and stronger working
relationships for small businesses.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Improving Customer Experience

Effectively managing your customers includes

maintaining a good relationship with them, seeing to
their needs and answering their questions. All of these
things add up to an improved customer experience,
which should be one of the goals of any small business.
The reason for this is simple: customers who are happy
with your business will want to come back again and
again; they will choose to give your their money rather
than spend it with someone else.
PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR
Improving Customer Experience

A client’s experience is one of the most significant ways

by which your company will be evaluated. Apart from
advertising and promotional material, focus on the old
proverb: ‘actions speak louder than words’. The
client’s experience will form the opinions and voice
they make in the open business world. This voice will
greatly affect the company’s reputation in the
marketplace and beyond.

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR

PREPARED BY: MARIA CORINA A. DALEON - BOOKKEEPING NC III INSTRUCTOR