How to nurture
long-term client relationships

I was wrong earlier this year. Completely misguided.

I concentrated on widening my network to unlock more business growth. ‘Meet as many new people as possible,’ sounded sensible so off I went.

This came from my belief that our other new business channels were performing as well as they could in their current format. Referrals and word of mouth were strong, and our brand leapt back to life after sustained hibernation. The launch of our Bambrew newsletter, focus on high-quality blogs, and revitalised LinkedIn all contributed to that feeling.

Indeed, all those new people out there who’d never heard of us would be worth all this time…

Looking inward to grow outward

Don’t get me wrong—some chats have turned into new relationships, which I imagine will lead to work down the line. But in this energetic effort to be Mr Popular, I overlooked the undeniable data about how Bamboo has grown over the last 22 years.

We’re a people business. We grow because of relationships, and exist because of those in our orbit. The vast majority of business comes from referrals and inbound inquiries.

Our clients – the kind people we’ve convinced of our value – are the real stars of our continued success. These long-term relationships with Team Bamboo, some of which span decades, are where the real growth lies.

Everyone harks on about how retention is better for business. While time spent replacing those who leave our universe is never unwise, when we spend energy making our clients happy, growing their businesses, and delivering exceptional work, the rest falls into place.

This epiphany has renewed my focus on dedicating most of my business development efforts towards current clients that we’ve already cultivated a rich relationship with. Often, these people will grow their spending over time and refer us.

Also, this stability (and resultant growth) keeps team morale high. This in turn makes clients happy because an energised, engaged team creates excellent work. It’s massively symbiotic.

Really, Really Good Retention

So, how do you build long-term client relationships? Well, for starters, the secret is in the definition.

Understand the people and business

We used to jump into bed with any B2B technology company we could find but quickly learned that not every agency-client relationship is the same. It’s important to set expectations, challenges, objectives, values, and a growth plan early in the relationship. It’s essential to keep these in focus throughout your relationship, adapting where necessary.

Come together every quarter to remind each other of these things. It’s remarkable how quickly everyone can forget the ground rules of a relationship.

Take your time

Going slower will grow your business faster and more sustainably. Relationships aren’t built in a day; they’re nurtured and cared for over many months and years. Build up goodwill, and don’t be tempted by the quick buck. People will always remember how you made them feel over the precise work you’ve delivered.

Communicate constantly

We’re a small part of many of our clients’ lives, so we have learned to speak up regularly to show our value. Responsiveness, active listening, honest feedback, and taking on board what they teach us are all critical to show them we care, understand their worlds, and see ourselves as extensions of their teams.

Stick up for both sides

Fairness is one of Bamboo’s guiding values, and I’m the unofficial arbiter of balance. Mediating what’s good for the client, team, and people involved can be challenging sometimes, but it’s a critical role that has kept our relationships on track for many years.

Client revenue should never be at the expense of a team member’s wellbeing or an acceptable reason to endure mistreatment. Knowing how to end a bad relationship to protect the other relationships is sometimes part of the process.

Help people conquer their worlds

Our ultimate goal is to make clients feel like we are by their side. We work tirelessly to reinforce this feeling, which is why we are their go-to confidants and champions underpinning their careers.

Unwind together

Lastly, and certainly never least, is ensuring clients have fun with us. No one wants to be in a relationship that’s all work and no play, so we do our best to come together, celebrate, and spend quality time doing something the client enjoys.

Parental wisdom

Like everything in life, the more energy you put into something, the better the outcome. My dad taught me that early on, a lesson that continues to come up repeatedly.

I love meeting new people as much as the next person, but those who have stuck by us are worth the vast majority of our time. Retention is a way of life built on mutual trust, authenticity, and teamwork.

This is a lesson I won’t forget any time soon. When you find fantastic clients, hold onto them with everything you can and never neglect them. Doing so will pay dividends.

Contact me here if you want to speak directly to one of our very happy clients – I’m always excited to connect people.