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BY LYNN WHITBECK

How to Build Client Relationships That Stand the Test of Time

Building lasting client relationships requires more than just delivering a product or

service. It’s about genuine connection, a commitment to serve, and an authentic focus

on the client’s needs. Maya Angelou summed it up perfectly: “People will forget what

you said, people will forget what you did, but people will never forget how you made

them feel.” Let that be the foundation of your approach, because relationships are built

on how you make others feel.


Start with Worthy Intent


At the heart of every strong relationship is worthy intent. This means showing up with a

true desire to help, serve, and add value. People are savvy. They can tell when you’re

being genuine, and they know when you're just trying to sell them something.


The Tale of Tonya and Nancy: A Lesson in Dignity and Core Values


Nancy was the office receptionist, always ready with a warm smile and a helpful

attitude. It was just another typical day: greeting visitors, answering phones, and

keeping things running smoothly. Nothing out of the ordinary.


That is, until Tonya arrived. With a screech of tires and a dramatic door slam,

Tonya stormed in like a diva on a mission. “I’m here to see Bob,” she demanded,

clearly unimpressed by the pleasantries of life. Nancy, ever professional, kindly

directed her to wait, but Tonya wasn’t having it. The drumming of her fingers on

the desk echoed Nancy’s rising tension.


Five minutes felt like an eternity as Tonya’s impatience grew. She was curt,

dismissive, and clearly thought herself superior. As Nancy dealt with the endless

voicemail messages from Bob’s department, Tonya’s attitude only got worse. All

the while, Nancy kept her calm, thinking, This woman can’t be serious.


Years later, Nancy was promoted, no longer tied to the front desk. As part of her

new role, she got to choose which vendors the company would work with. And

who should appear on the vendor list? None other than Tonya.


But now, Nancy had the power to make decisions based on core values. She

wasn’t about to forget Tonya’s behavior. Instead, Nancy carefully selected a

qualified new supplier—one that valued respect and professionalism, treating

everyone with dignity.


Tonya’s company lost the business. Nancy, on the other hand, found a

perfect new supplier, and the working relationship was based on shared

values. The new normal? A drama-free, respectful partnership, while

Tonya learned that how you treat people always comes back around.


This story is a powerful reminder: How you treat everyone, regardless of their title,

matters. Your relationships with clients, peers, and even the receptionist are part of the

larger picture. Everyone plays a role, and if you show up with worthy intent—treating

people with respect and genuine interest—you’ll build connections that last.



Building Business Relationships


Focus on the Client’s Why


Client thinking is essential to building lasting relationships. This goes beyond just

knowing your client’s business—it’s about understanding their "why" Why do they need

your product or service? What challenges are they facing? What’s in it for them?


Too often, salespeople get caught up in talking about features, specifications, and their

own expertise, without ever asking the client what they really need. Take the car

salesperson who rattled off a list of features but never paused to ask how the car would

fit into the buyer’s life. The result? A lost sale. The client didn’t feel heard or understood.


When you shift your focus to the client’s perspective, everything changes. Ask open-

ended questions and listen. What are they looking to achieve? What problem are they

trying to solve? By getting to the root of their "why" you can position your solution in a way that resonates with their needs, not just what you want to sell.


Kindness and Positivity Are Your Superpowers

Kindness and positivity are game-changers in building client relationships. When you

show up with a positive attitude and a genuine willingness to help, you create an

environment where trust and loyalty can thrive.


Kindness isn’t just about being nice; it’s about actively listening, being empathetic, and

responding with care. When you treat clients with kindness, they feel valued, and that’s

where loyalty begins. Take the time to truly understand their needs, ask thoughtful

questions, and respond with solutions that address their concerns.


Positivity is infectious. It can turn challenges into opportunities and setbacks into

learning experiences. When things go wrong—and they will—it’s your positive attitude

that will guide the way to resolution. How you handle these moments can either deepen

your client relationship or break it.


When Things Go Sideways: The Art of Emotional Repair


Even in the best relationships, things don’t always go as planned. How you handle the

rough patches is often what defines the strength of your relationship. This is where

emotional repair comes into play.


When a client is upset, frustrated, or feels let down, it’s not enough to fix the problem on a technical level. You need to address the emotional impact of the issue. This means

truly listening to the client—without interrupting, explaining, or defending. Let them

express their feelings and acknowledge what they went through. Only then can you

move forward with a solution.


Think of it as relationship CPR: When a relationship hits an inflection point, your job is to resuscitate it with empathy, understanding, and a plan to make it right. By addressing the emotional side of the problem, you show that you value the relationship beyond the transaction. This can transform a negative situation into an opportunity for deeper connection and trust.


Proactive Recovery: Plan for the Unexpected


To build lasting relationships, you need to be proactive, not just reactive. When a

mistake happens—and it will—how prepared are you to handle it? Having a service

recovery plan in place means you can confidently address issues when they arise rather

than scrambling to make things right after the fact.


Imagine a restaurant that serves a dish that wasn’t quite right. Rather than brushing it

off, they offer a free dessert as an apology. Simple, but effective. That little gesture tells

the customer they matter, and it turns a negative experience into something memorable

in a good way.


The same principle applies to your business. Anticipate the potential pitfalls in your

client journey and have a recovery plan in place. When you’re prepared, you can handle

issues with grace and show your clients that they are your priority, no matter what.


In Closing: Build Relationships That Stand the Test of Time


At the end of the day, client relationships are about more than just closing a sale.

They’re about building trust, showing up with worthy intent, and being a partner in your client’s success. When you focus on their & "why" treat them with kindness and positivity, and have a plan for handling challenges, you create relationships that stand the test of time.


So, ask yourself: How are you showing up for your clients today? Are you focusing on

their needs and listening to their concerns? Are you prepared to turn setbacks into

opportunities? When you approach each interaction with these questions in mind, you’ll

build relationships that last—not just for the next deal, but for a lifetime.




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Lynn Whitbeck with Her Nation Magazine
Lynn Whitbeck | Founder & CEO Petite2Queen

Meet the expert:

Lynn Whitbeck is the Queen of Sales. Business owners and entrepreneurs hire Lynn to ignite winning sales, because most fail to connect, capture, and close their ideal clients. So, Lynn helps sell with intent for maximum impact, influence, and income. Bottomline,

sales love it or hate it, you won’t survive without it.


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