Is The Client Really That Into You?

Dating Can Sometimes Provide Guidance with Clients

by Judy Haveson, Vollmer Public Relations New York City

In today’s economy, the last thing on any business owner’s mind is getting rid of clients -- regardless of whether the client turns out to be a good fit.

Sometimes, client relationships can be compared to dating relationships: Do they get me? Are we on the same page? Do we want the same things? Is it all about money?

One of my favorite dating litmus tests was always, “if they treat you badly when you’re dating them imagine how they’ll treat you if you marry them.”  Unfortunately, the same can hold true for client/agency relationships.

No one wants to end a relationship, be it professional or personal, but sometimes you have to re-evaluate in order to determine if continuing is better for your end goal or not. In business, the best way to develop a good working relationship is to determine and agree up front on the ultimate outcome, as well as the process by which it will be achieved, before the contract is even signed. That way, everyone’s expectations can be managed, there will be fewer surprises, and you’ll always have something in writing.

Sounds easy, right? Too bad managing and meeting expectations isn’t always as easy as it seems. You’d like to assume that if it’s in writing and both parties have agreed, then it’s a pretty cut and dry process. But what if client expectations change and the reasons you and your client were originally a good match are no longer there? Sound like dating? This doesn’t mean you automatically throw in the towel and dump them -- or vice versa. The best case scenario is that the partnership you’ve developed with your client is transparent and open, allowing you to set new objectives, which will get you back on the same page, and focus on meeting new expectations.  

Here are some of Vollmer’s key tips on establishing and keeping good client relationships:

• Be realistic in what you’re capable of offering to a client.
• Define the working relationship and set client expectations up front.
• Don’t make it up as you go.
• Treat the client as if you were the client.
• Communicate, communicate, communicate -- and then communicate some more.
• Be the example.

If, after all of this, the relationship still isn’t working, then it might be time for a new direction. At least, you’ll know that you’ve been honest and given it every effort to work. The truth is that sometimes, no matter what you try, they’re just not into you. But you can always walk away friends.