Are You Serving Your Clients, or Just Managing Them?
I stumbled upon a talk by Jim Donovan about client service the other day, and it really cut through the noise. In a world obsessed with growth hacks and sales funnels, his advice was a powerful reminder that lasting client relationships aren't built on schmoozing or a good golf game.
They're built on something far more substantial: deliberate, trust-building actions. As he put it, clients don't hire you for fancy dinners. They hire you because you're smart and you work hard.
His ideas aren't complex, but they are fundamental.
It starts with how you communicate
The way we talk can either build a bridge or a wall. Our job is to make things clear, not to prove how smart we are.
Kill the jargon. We live and breathe our industry's acronyms. But to a client, they're often just a way to make them feel foolish. And as Donovan pointed out, they won't ask what it means; they'll just sit there quietly resenting you for making them feel that way.
Ask better questions. Instead of a "yes/no" question like, "Are you worried about competitors?" ask an open-ended one: "What are you worried about?" That simple change transforms an interrogation into a genuine conversation and helps you uncover what truly matters.
Embrace the pause. When we're nervous, we talk faster. Intentionally pausing in a presentation slows you down, makes you appear more confident, and creates a space for the client to jump in with a thought or question. It turns your speech into a dialogue.
Credibility is built on trust, not talk
Trust isn't given; it's earned. It's earned most powerfully when we prove we're on the client's side, especially when it costs us something.
Give advice against your own interest. This was the point that really hit home for me. If you only get paid when a deal closes, the most powerful thing you can do is advise a client not to do the deal if it's the right move for them. That single act builds more trust than a hundred lunches.
Be relentlessly responsive. Especially early on, your response time sends a clear message. An immediate reply, even if it's just to say, "Got it, I'm on it," tells the client they are a priority. It's a simple way to show respect.
Practice genuine humility. We're hired for our expertise, but a partnership is built on mutual respect. Acknowledging what the client has built or saying, "I couldn't hope to know your business as well as you do," isn't weakness. It's endearing.
Lead the engagement with a steady hand
Clients hire us for our expertise and guidance. That means we have a responsibility to lead the process with confidence and clarity.
Always have an agenda. Start every meeting by laying out the plan and asking, "Does this work for you?" Getting their buy-in upfront means they co-own the meeting with you from the very beginning.
Take a position. Clients want your conviction. It's fine to present options, but they are paying you for a recommendation. Have the courage to advocate for one path and clearly state what you believe they should do.
Control your meeting. It's your meeting to run. If anyone tries to derail it with an off-topic question, politely acknowledge it and get back on track. A simple, "That's a great point, and I'll be covering that in about 10 minutes," keeps you in control and ensures you deliver value.
At the end of the day, none of this is about manipulation. It's the opposite. It's about focusing on the human elements of clear communication, respect, and unwavering trust.