Have you ever found yourself questioning what exactly you are paying an agency or team member for?

They say they’re busy. You think they’re busy. But you aren’t sure with what because you aren’t seeing the value you expect.

Even worse, have you ever been on the receiving end of that where someone questions what you’re doing for them?

Although it can seem like it on the surface, in reality, the work itself is rarely the issue. The issue comes down to 2 critical things that are often missing:

• Clear context setting
• Clear communication

Gaps in these areas erode trust, shorten work engagements, and lead to unnecessary and avoidable frustration.

In this week’s episode of the Lean Out Your Business Podcast, I share some real-world experiences of how businesses missed the mark and lost lucrative client contracts as a result. I break down what to do to form strong, lasting client partnerships including:

• How to communicate your value effectively
• Keeping clients aligned with project/contract goals
• Recognizing and avoiding silent trust-eroders
• Making client interactions more impactful
• How context contributes to getting more referrals

Tune into Episode 220 of the Lean Out Your Business Podcast or keep reading below.

The Power of Context: Building Stronger Client Relationships

Have you ever thought about how setting the right context for your clients could make all the difference between a fleeting interaction and a long-lasting business relationship?

In our entrepreneurial ventures, we often get caught up in the day-to-day of delivering our services without taking a step back to think about how we're communicating our intentions and plans to our clients.

Here’s a little dive into why providing context is vital for fostering trust and maintaining solid relationships with the people you serve.

Trust is the Heart of Client Relationships

At the core of any successful business relationship is trust, and fostering trust begins with clear communication. Many times, as business owners, we assume that by simply doing great work, our clients will naturally recognize the value we're delivering.

But here's the thing: simply doing the work isn’t enough. Clients need to understand what’s happening behind the scenes. They need to see that you’re working toward their goals.

Sure, they hired you because they saw value in your services, but does the client understand the 'why' and 'how' behind what's being delivered?

Communicating intentions sets the stage for strong client relationships

When onboarding a new client, make sure you’re crystal clear about what they should expect. You can define their journey as follows:

• Lay out the plan: From the get-go, tell them what you’re going to do, how it will be done, and why it matters.

• Set clear expectations: Explain the timeline, the goals, and what success will look like.

• Provide regular updates: Create regular touchpoints to show clients their progress and where they’re headed next.

By setting the stage, you reinforce the value you’re bringing to the table. Clients start to feel confident that they are investing in a beneficial partnership.

Maintaining the connection by keeping clients aligned with project/contract goals

The initial setup is crucial, but keeping the communication flowing throughout the relationship is what truly sustains it. The importance of continued communication can't be stressed enough. Always remember the following:

• Regular reporting: Consider a monthly report that highlights achievements, challenges, and what's coming up next. With a clear display of the progress being made, clients are more likely to remain engaged and satisfied.

• Visual clarity: Make sure that any visual representations of progress are clean, branded, and tailored to the client. Feeling like it's personalized for them can enhance their appreciation and keep them engaged.

• Contextual reminders: Especially for long-term projects, make sure you’re providing context over time. Revisit the goals you've set and show how far you've come together.

When clients see progress regularly, it reinforces their trust in your work and reminds them of the brilliant choice they made in collaborating with you.

Poor communication can cause clients to walk away 

Even when delivering top-notch work, a lack of communication can cause clients to question the relationship. They've entrusted their needs to you, so when they aren’t kept in the loop regarding what’s happening or why certain decisions are being made, trust can erode.

I've worked with clients where agencies did incredible work, but failed in their communication. They knew their craft well but neglected the human side of the relationship, which is keeping the client informed and reassured.

Consider client feedback: Sometimes, just asking clients how you're doing in terms of communication can open up constructive dialogues. They can provide insights you might have overlooked.

So, as you work to strengthen your client relationships, consider your communication strategy. Effective context setting isn't just about that initial meeting. It's an ongoing dialogue that enhances the relationship, builds trust, and ultimately, helps your business thrive.

Consistently engage with your clients and show them where you've been, where you are, and where you're going together. Because when clients truly feel included and informed, that’s when your relationship with them can really shine.