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Connecting with Your Clients on a Personal Level

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Executive Summary.

  1. Why connecting on a personal level is important
  2. Seven suggestion to assist you in connecting

Whilst it’s all very well to speak about Trusted Advisor and Trusted Partner status, we must never forget that it’s people like you and I that make the wheel of business go round. Hence we need to be able to connect with our clients on a personal level too. You don’t need to become friends, but it does help if you know them as an individual human being. Here are seven steps, I consider important, to assist you in the process.



Follow Your Client’s Pace

Move slowly and take small steps initially. Some clients need to get acquainted on a personal level first. Others want to jump start the relationship at full speed. Whichever it may be, follow their lead, let them set the pace.

Continuously Cultivate Your Own Interests

Ensure you make time to grow personally, be it through hobbies, alternative interests and make the time to read widely, so that you are of interest to others.

Be Curious

Ask clients their views on issues of the day. Solicit their assistance when appropriate. Get to know their drivers and aspirations, not only from a business perspective but personally too.

Invest in Face Time

This is particularly important at the start of a relationship as face time builds familiarity. Familiarity builds relationships which can lead to trust. Trust allows for better, more transparent communications.


Common interests, through community, sports, interests or family allow for a faster connection to be built and enhanced. Look for what you have in common, not what is different.


It’s only fair to assume that if you want to know about your client that they may wish to know something more about you. Appropriate disclosure of your background, interests, family will assist in building the relationship too.




Identify Breakthrough Moments

What’s causing your client real stress? Is it an upcoming board meeting, industry keynote presentation or a sales kick-off. Offer your assistance in whatever way it would help your client to manage that stress. It may be building the presentation together or just being there as a sounding board.


Andrew Clare is Managing Partner of reLiance a business to business relationship marketing practice. I focus on improving client profitability through developing, implementing and measuring sustainable, collaborative business to business relationships.

Cell: +27 83 326 2451 Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
URL: www.rassa.co.za LinkedIn: www.linkedin.com/in/andrewclare

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