What Is Client Relations?
Client relations is such a general term. It can conjure up both positive and negative thoughts based on personal experience. It’s used in agencies, corporations, consultancies, and firms for clients of all types and sizes (including both businesses and individuals.) The term itself encompasses communication, retention, escalation, growth, success, and project management.
In a much more general non-dictionary sense, client relations is about creating successful relationships. It’s about common sense. It’s about being honest and not being a shitty person. It’s about proactivity, visibility, and doing what you say you’ll do. It’s about seeing the long-term over the short-term and understanding your clients on a more personal level.
Over the years, I’ve had the pleasure of working with hundreds of clients. I’ve worked with CEOs, CMOs, CTOs, Marketing Directors, Account Managers, and Project Managers. I’ve sat around conference tables, stared at phones, and seen my beautiful face more times than I can count on web calls. Over the years, I’ve documented how I and others have interacted with clients to develop a list of what I believe to be the core values associated with building incredible partnerships (more to come on that front.) I’ve had comprehensive discussions with some truly talented folks to see what has worked for them and what is important to them.
The reason client relations is hard to define is because it is inclusive of many different types of positions and abilities. Certainly there are those that interface directly with clients to keep them informed and content. However, one might argue that a website programmer, designer, software engineer, or media specialist also need the ability to manage clients appropriately.
So how does one excel at client relations? As with any skill you’d like to learn, it’s about changing your mindset, applying historical knowledge from expertise, actively practicing techniques, and continually educating yourself. You can’t expect to maser the guitar overnight. Eddie Van Halen practiced many hours a day to become a rock icon. It takes time and practice.
It’s not just a singular skill to be learned. It’s communication, organization, and emulation. It’s empathy, sympathy, and understanding. It’s folding in many different skills at once, and rooting them all into your personality and values.
Start by remembering what client relations really is: building relationships. The people you work with have emotions, feelings, wants, and needs. They are not just making requests, complaining, or demanding updates because they feel like it. They are a unique person with a job, a boss, and goals, just like you. They want to feel heard and to feel like they are connecting with someone that is listening and reacting.
Client relations isn’t easy to define, but it is easy to practice and learn.
