Fostering successful client relationships is more than a business strategy—it's a commitment to genuine collaboration.
In a recent presentation at brightonSEO 2024, Tyler, an SEO account manager at Page One Power, shared his wealth of knowledge and experience in effective client management. His experiences shed light on the importance of trust and accountability in fostering long-lasting partnerships.
Below, we distill his key insights and six actionable strategies.
1. Be Dedicated to Your Client’s Success
Your client’s success is your success—it’s that simple. Tyler emphasized the importance of going above and beyond the scope of work.
“The scope of work is just a roadmap—it’s where we start, not where we end.”
Dedication means proactively seeking ways to add value. For example:
- Dive deep into their website and industry to understand their pain points.
- Offer recommendations for technical improvements or low-hanging SEO opportunities, even if they fall outside the immediate project.
- Adopt a “home inspector” mindset: Identify unseen issues, such as poorly optimized title tags or structural technical problems, and propose actionable solutions.
2. Make Deposits Before Asking for Withdrawals
Clients genuinely appreciate consistent engagement and contributions throughout a project rather than only during the final phases when renewals or upsells are being discussed. The foundation of long-term partnerships is built on mutual trust, which you can cultivate by consistently exceeding expectations. Tyler offered a compelling analogy, comparing this principle to banking:
“Before you ask for a renewal or upsell, ask yourself—what value have I deposited into this relationship?”
At Page One Power, we proactively monitor your competitors’ strategies and leverage data analytics to uncover new growth opportunities. For instance, we might identify untapped keyword clusters with the potential for high engagement or explore emerging markets that align with our client's goals.
Delivering actionable insights or unexpected wins strengthens the relationship and fosters an atmosphere of goodwill, making renewals feel natural instead of transactional.
3. Master Your Craft
Know your strengths—and trust your team. Tyler stressed the importance of teamwork in account management:
“Your client will appreciate seeing your team’s expertise shine. Let them speak to their strengths.”
Bring specialists to calls for topics requiring technical expertise and focus on managing the project and relationship effectively. Empowering your team elevates your client’s experience and reinforces trust in your organization’s capabilities.
For instance, Page One Power has SEO engineers who thoroughly audit your site’s infrastructure. They provide actionable recommendations backed by data. Our content strategists know how to develop link-worthy assets quickly. These specialists can bring different strengths to the table and manage expectations accordingly.
4. Lead with Confidence and Positivity
Confidence isn’t just a posture—it’s earned daily. Tyler referenced a story from How to Win Friends and Influence People about a principal who transformed a janitor’s performance by focusing on what they were doing well rather than criticizing mistakes.
“Celebrate your client’s wins and your team’s achievements. Positive reinforcement strengthens trust and morale on all sides.”
Recognize their contributions and progress. When clients feel appreciated for their input, you can deepen the partnership, leading to more successful outcomes.
5. Be Honest, Even When It’s Hard
Honesty is the cornerstone of trust, particularly in professional settings. Tyler shared practical phrases that communicate transparency, accountability, and help manage expectations:
- “I don’t know the answer, but I’ll get back to you.”
- “This fell off my radar, but I’ll fix it.”
- “We can’t support that project.”
Clients and colleagues alike genuinely appreciate candor over pretense. Owning up to mistakes and being upfront about limitations can cultivate significant credibility and establish a solid reputation.
Such transparency encourages a healthier work environment and lays the groundwork for trust, resulting in more meaningful and productive professional relationships in the long run.
6. Be a Friend to Your Clients
At the heart of Tyler’s presentation was this simple truth: people want to do business with friends. Being a friend to your clients creates a sense of connection and understanding beyond the professional realm, making them feel more valued and appreciated.
“A friend is dependable, trustworthy, honest, and reliable. Be that friend to your clients.”
Being a friend doesn’t mean sacrificing professionalism but fostering mutual respect and understanding.
Additionally, Tyler highlighted the importance of self-care. By prioritizing personal well-being, professionals are better equipped to show up fully and engage authentically with their clients. This holistic approach ensures that they feel valued and appreciated.
Tyler also pointed out the significance of nurturing relationships with internal team members. Balancing these relationships helps maintain a robust “bridge” of collaboration. This means understanding your team's and client's needs and expectations and finding ways to meet them without compromising the other. Ultimately, this leads to enhanced productivity and a more cohesive work environment.
Final Thought: Choose Connection Over Transaction
The ultimate takeaway? Treating clients as partners and friends—rather than just accounts—creates a foundation for long-term success. Tyler’s closing quote by Mark H. McCormick encapsulates this perfectly:
“All things being equal, people will do business with a friend. All things being unequal, people will still do business with a friend.”
Focusing on trust, value, and genuine connection can transform client relationships from transactional to transformational. So, ask yourself: Am I showing up as a friend to my clients today?
