Client Relationship Management and Communication

Getting More Business from Clients

This course can be tailored for junior executives who are new to client handling or for senior level managers and directors whose role is to develop and retain clients. It shows how effective and proactive communications are the foundations for building strong relationships with clients. It also shows how a relationship building and management approach can secure an ongoing pipeline of business with existing, occasional, lapsed and even new clients. 

On completion, delegates have a practical understanding of how to:

  • Address clients' real needs to secure their buy-in
  • Develop proactive contact strategies and initiatives
  • Conduct successful pitch and non project specific meetings from set up, to meeting preparation and presentation
  • Understand strategic and financial elements of good client relationships 


The value of information and understanding client needs:

  • Segmenting and classifying current, occasional, lapsed & potential clients
  • Identifying professional and personal “hot buttons” & how these help client relationship management (CRM)
  • Information sources to find out about clients and provide valid reasons for having new conversations
  • Dynamic account planning to track contact points and provide evidence of success metrics
  • Individual key client analysis and strategic mapping 

Driving the relationship through ongoing communications:

  • The Proactive Contact Process (a step by step guide)
  • Maximising existing resources / information / case studies etc. as contact hooks
  • Emailing protocols
  • Telephoning clients: the ice-breaker technique
  • Effective networking at conferences 

Meetings preparation:

  • Communicating benefits rather than features in pitch and non project specific meetings
  • Developing strategies for meetings outside of projects or research presentations 

The dynamics of communicating confidently with clients:

  • Individual communication styles analysis
  • Understanding preference (our own and clients’)
  • Tips for maximising meetings online
  • Characteristics of successful communicators 

Assertiveness and managing conflict:

  • Understanding positive assertiveness
  • Causes of communication interference
  • Exploring advantages and disadvantages of working with different client types
  • Being assertive with difficult clients and influencing a positive outcome - role play