3 Tips for Building Authentic Client Connections

August 19, 2019
lee iacocca

“Listening can make the difference between a mediocre organization and a great one.” Lee Iacocca


Relationships take work. A client isn’t a dollar sign or your next meal ticket. If your goal is to develop longevity with a business or brand, then cultivating an authentic client connection is non-negotiable.


Treat your clients how you would want to be treated by following these 3 steps.


  1. Listen. Hearing is not listening. A client can tell the difference. So…

  • Zip those lips.
  • Be fully present.
  • Take notes on what is being said.
  • Empathize where appropriate.
  • Recognize non-verbal communication (yours and theirs.)
  • Repeat needs and concerns back to them as you understand them


  1. Say Goodbye to Sales Tunnel Vision. If your focus is on the sale instead of the client, it will be noticed. So…

  • Focus on their needs.
  • Think outside the box.
  • Find solutions.
  • Be flexible.


  1. Build a Genuine Relationship. This is key. The Oxford dictionary defines genuine as “truly what something is said to be; authentic.” Authentic connection can be had if you…


  • Express interest
  • Ask questions
  • How is your family?
  • Did you have a good holiday?
  • Keep track of what you learn, so you can…
  • Inquire or mention those things
  • Wish them happy birthday
  • Ask how their child’s first year in school is going
  • Ask how they did in their last 5k
  • Pay attention to the little things If his coffee of choice is Starbuck’s Espresso Roast, then be sure to have it on hand at your next meeting.



This is not rocket science. Clients are people – most of whom appreciate sincerity, consideration and respect. Invest your time in order to gain theirs.



What do you think? What have you done to build genuine client relationships?

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