Laura had been running her management consultancy firm for nearly a decade. With a turnover of £2 million, her business had established a reputation for helping SMEs navigate the complexities of leadership, organisational change, and employee management. But while her existing clients were happy and returning for more, Laura noticed something troubling—new client inquiries had slowed down.
She began wondering if there was a way to build stronger, more personal relationships with potential clients to drive sustainable growth. Laura realised that focusing on relationships, rather than just delivering services, was key. Here's how Laura used her approach to customer relationships to drive growth—and how your business can do the same.
Make Personal Connections
When Laura looked at her marketing and client communication, she noticed it was professional but impersonal. It was clear that while her company delivered great results, she wasn’t connecting with potential clients on a personal level.
So, she made a simple but powerful change. Laura started personally reaching out to business owners she admired, offering insights that were specific to their industry challenges. She didn’t bombard them with pitches; instead, she shared relevant articles, trends, and even some free advice.
Within weeks, this personal touch paid off. Business owners who had previously been on the fence started engaging with Laura’s firm. Many mentioned that her thoughtful outreach made them feel understood and appreciated before they had even signed up for her consultancy services. By connecting with her prospects on a personal level, Laura was able to nurture these relationships into loyal clients.
Show Genuine Interest in Client Success
One thing that set Laura apart from her competitors was her genuine interest in the success of her clients. While many consultancies focused on billable hours, Laura took a different approach. After completing a project, she would check in with clients a few months later—not to sell more services, but to see how things were going and whether they had managed to implement the advice they were given.
Her clients appreciated the follow-up. One client, a retail business with a turnover of £1.5 million, was struggling to roll out a new employee training programme. Laura took the time to listen to their concerns and offered additional guidance at no extra charge.
This willingness to go the extra mile built trust, and the client soon referred Laura to other businesses within their network. By showing genuine interest in the success of her clients, Laura built relationships that drove long-term growth and referrals.
Consistency is Key
Building relationships takes time, and Laura knew that staying visible and consistent was essential. She began sending out a monthly email update to her clients and contacts, sharing industry insights, case studies, and a few personal anecdotes about her own business journey.
Rather than seeing these emails as marketing, her clients and prospects began to look forward to them. They appreciated the regular touchpoints that kept her consultancy top-of-mind without feeling like a sales push. This consistent communication helped Laura maintain relationships, even with businesses that weren’t ready to buy immediately.
When those businesses did have a need for consultancy services, Laura’s firm was the first one they thought of, simply because she had remained consistent in her outreach.
Build Trust Through Honesty
In an industry like management consultancy, trust is everything. Laura made sure her relationships were built on honesty from the start. She didn’t promise results she couldn’t deliver, and when a project hit a roadblock, she was transparent with her clients about the challenges.
For example, when working with a national manufacturing company, Laura encountered issues with implementing a new leadership strategy. Instead of brushing the problems under the rug, she openly discussed the obstacles and worked closely with the client to find a solution. This honesty helped strengthen the relationship and positioned her as a trusted advisor, rather than just another consultant.
By being upfront and transparent, Laura built a reputation for integrity, which in turn helped her attract new clients through word-of-mouth recommendations.
Provide Value Before the Sale
One of Laura’s most effective tactics for building relationships was providing value before the sale. When she met potential clients, she didn’t immediately try to sell her services. Instead, she offered helpful advice, free resources, or an introductory consultation to help them identify their biggest challenges.
This approach worked wonders. One client, a marketing agency, had been struggling with high employee turnover. Laura offered them some initial advice on improving workplace culture, which they implemented with great success. Impressed by the results, they came back to her for a full consultancy project and referred several of their clients to her as well.
By offering value upfront, Laura built trust and goodwill with her prospects, making them more likely to convert into paying clients when the time was right.
Ready to Drive Growth Through Customer Relationships?
Building strong customer relationships doesn’t have to be complex or time-consuming. As Laura’s story shows, it’s about making personal connections, staying consistent, showing genuine interest, and being honest. By focusing on these simple but powerful principles, you can drive growth for your own business in a way that feels natural and authentic.
If you’re ready to build deeper relationships with your clients and drive sustainable growth, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop a customer relationship strategy tailored to your business, ensuring that you attract and retain the clients you need to succeed.
