Business Relationships Win You Work

– the timeless truth in professional services

It’s an old cliché, but it holds true: business relationships win you work, especially when selling professional services to potential or existing clients. Trust and belief are the cornerstones of any successful business relationship. Over time, these relationships are built, nurtured, and solidified, creating a spectrum of client trust. At one end, we have clients who trust us implicitly and wouldn’t consider going elsewhere for the services we provide. At the other end, there are those cold or lukewarm contacts who don’t know us well enough to buy from us, no matter how compelling our proposition might be.

This article aims to get you thinking more deeply about the relationships you have – or want to have.

The enduring importance of trust

Despite the challenges posed by global economic downturns and the evolving landscape of communication through social media, relationships built on trust remain crucial. However, a common pitfall for those selling professional services is focusing too much on the ‘selling’ aspect and not enough on the ‘buying’ perspective. By reversing this viewpoint and considering your services through the eyes of your buyers, you are more likely to succeed in relating to and persuading them; it’s why getting to understand where the client is on their buyer journey is oh so important.

Strategic time investment in business relationship building

Building relationships in professional services firms requires a strategic approach. Partners and fee earners must be selective about who they invest their time with and how they allocate their precious business development hours. This is particularly challenging in environments where there is a relentless focus on the utilisation of chargeable time and recoverability. Many relationships demand significant investment of time and effort, often by individuals who have little of it to spare. These investments may not convert into chargeable work for a year or two, if at all.

The persistence challenge

Fee earners face the dilemma of whether to persist or give up on these relationships. They certainly don’t want to come across as pestering or desperate in their pursuit of work, as this would hardly build trust. Instead, the key is to strike a balance between persistence and patience, ensuring that the relationship is nurtured without overwhelming the potential client.

Practical tips for long-term business relationship management

Managing relationships over the long term is crucial for sustaining business growth and client loyalty. Here are some practical tips to help you maintain and nurture these relationships effectively:

Practical tips for long-term business relationship management

Scheduled Touchpoints: Set up regular meetings or calls with your clients. This could be monthly, quarterly, or bi-annually, depending on the nature of the relationship. Use these touchpoints to discuss their current needs, challenges, and how you can assist.

Personalised Communication: Send personalised emails or messages to check in on your clients. Reference past conversations or specific projects to show that you remember and care about their business.

Client Feedback: Regularly seek feedback on your services and their satisfaction levels. This not only shows that you value their opinion but also provides insights into areas for improvement.

Special Occasions: Acknowledge important dates such as business milestones with a personalised note. This adds a personal touch and strengthens the relationship.

Value Addition

Industry Insights: Share relevant industry news, trends, and insights with your clients. This positions you as a knowledgeable partner who is invested in their success.

Educational Content: Provide valuable content such as whitepapers, case studies, webinars, or workshops that address common challenges in their industry. This helps clients see you as a resource and thought leader.

Proactive Solutions: Anticipate potential issues or opportunities for your clients and offer proactive solutions. This demonstrates your commitment to their long-term success.

Customised Updates: Tailor your updates to the specific needs and interests of each client. Whether it’s a new service offering, a relevant case study, or a market analysis, ensure the information is pertinent to them.

Networking Opportunities: Introduce your clients to other professionals or businesses that could benefit them. Facilitating valuable connections can enhance your relationship and demonstrate your broader value.

In the world of professional services, relationships are the bedrock of success. By focusing on building trust and understanding the buyer’s perspective, sellers can create lasting connections that lead to sustained business growth. Remember, it’s not just about making the sale; it’s about fostering relationships that stand the test of time.

John Moss
Managing Director

LinkedIn: https://www.linkedin.com/in/johnmoss1

You may find the following resources valuable about relationship building helpful too:

When Did You Last Evaluate Your Business Relationships? – Determine which of the six types of business relationships you have and assess whether they are strong enough to win you work. https://jaconsulting.co.uk/when-did-you-last-evaluate-your-business-relationships/

Trust in Business – The Core Concepts – The Trust Equation, Trust Creation Process and Trust Principles in a business relationship can be found at: http://trustedAdvisor.com/articles/trust-in-business-the-core-concepts

The Trusted Advisor – Maister, David H., Green, Charles H., and Galford, Robert M.. 20^th Edition, 2021 https://trustedadvisor.com/books/the-trusted-advisor

Principled Selling: How to Win More Business Without Selling Your Soul. Tovey, David, 2012 https://www.amazon.co.uk/Principled-Selling-More-Business-Without/dp/074946657X

And a final thought

At JA Consulting we help businesses and individuals take the theory of selling and put it into practice. We’re here to help you learn how to spot and grow business opportunities, how to develop strong and transferable selling skills and how to generate robust account management.

If you have any questions, our team is ready to help. Contact us….