Building stronger client relationships

Last time, in my LinkedIn Client Management Series we looked at managing expectations – a vital foundation for every strong client relationship.

This time, we’re digging into something just as essential: building genuine relationships with your clients.

Shifting the relationship: Becoming a trusted Partner

If you’ve worked in professional services for any length of time, you’ve probably heard the phrase “trusted advisor” more than once.

But what does it actually mean?

At its heart, it means being seen as someone who adds value beyond the task at hand. Someone who understands the client’s world, brings perspective, and helps solve problems – not just delivers a piece of work.

It’s the difference between being someone your client calls when they need something done, and someone they call when they need an opinion.

So how do you move from supplier to trusted advisor? Here are some habits that I think can help.

Habits that deepen client relationships

It’s tempting to think that good client relationships are all about being friendly. And yes, rapport matters. But genuine connection goes deeper.

It’s about curiosity. Empathy. Attentiveness. And showing that you’re truly invested in their success.

Here are a few ways to strengthen those relationships:

✔ Ask questions that go beyond the task in hand What’s changing in their business? What are they worried about? What does success look like for them this year? How is their success being measured? You’ll uncover valuable insights – and show that you care about the bigger picture.

✔ Listen like you mean it That means resisting the urge to jump in with a solution. Let them talk. Reflect back what you’ve heard. Clients (like all of us) feel valued when they feel heard.

✔ Spot the small stuff Remembering a key date, noticing a shift in tone or what’s being alluded to (it’s ok to say “ I sense what’s really concerning you is…”) or following up on something personal might seem minor – but these little actions build trust over time.

✔ Be real Clients don’t want a polished robot – they want a human. It’s okay to show vulnerability, admit what you don’t know (yet), and have a laugh where it’s appropriate.

✔ Invest in the relationship, not just the work Block out time to check in. Remember the old ad’ campaign – “I saw this and thought of you”. Send over a useful article. Introduce them to someone in your network. Do the things that aren’t billable, but are memorable.

And when things aren’t so smooth?

Not every client relationship starts off strong. Sometimes, you inherit one that’s distant or strained. Sometimes, there’s just not much chemistry.

But even then, there’s room to build trust – through consistency, reliability, and showing up with the right intent.

Trust takes time, but it starts with the small things: meeting your commitments, staying curious, and showing you care.

This month’s challenge:

Think of one client you’d like a stronger relationship with. Reach out – not to chase work or update them on a task, but simply to check in. Ask how things are going. Listen. Be curious. Be interested.

Sometimes the most powerful relationships start with a single, genuine conversation.

In the next edition, we’ll dive into one of the trickier parts of client management: handling difficult conversations. From misaligned expectations to pushback and conflict, we’ll show you how to navigate those moments with calm confidence..

Until then, I’d love to hear your thoughts. What helps you build trust with clients? What’s worked well – or not so well – for you?