Picture this: you’re at an event, everything is going smoothly, the client’s smiling, and you’re feeling like a rockstar. That’s the power of a well-built client relationship, it’s what keeps us going in the event production world. At avad3 Event Production, we know that while technical expertise gets us in the game, it’s our values that set us apart. Our focus on “Professionalism Builds Trust” isn’t just a slogan; it’s how we earn the confidence of our clients, show up with purpose, and keep the magic alive long after the last guest has left.

With all the changes in the world lately, economic shake-ups, supply chain struggles, and the lingering impacts of the pandemic, the stakes for strong client relationships are higher than ever. In this climate, keeping your current clients close isn’t just good business; it’s essential. Did you know it can cost up to 10 times more to gain a new client than to retain one you already have?

Let’s dive into some of the ways you can nurture those hard-won connections and keep clients coming back for more.

Why Do Clients Leave?

Ever wonder why a client might leave? Losing a client can feel like a punch to the gut, and it can take a toll on your bottom line. Worse, that same client might share their experience with others, impacting your brand reputation. Let’s look at some of the main reasons clients decide to take their business elsewhere, and what you can do to change their minds before it gets to that point.

1. Poor Customer Experience

Think about the last time you walked out of a place because of lousy service. It probably wasn’t about the product; it was about the experience. The same principle applies to client relationships. With so many options out there, a single bad experience whether it’s an unreturned call or low-quality service can send clients looking elsewhere.

As David C. Baker points out, “Clients pay for expertise but leave because of neglect.” How can you ensure clients feel valued every step of the way?

2. Low Perceived Value

You might think loyal clients don’t care much about pricing, but even if they aren’t shopping around, they still want to feel they’re getting value for what they’re paying. Imagine a client subscribing to a monthly event support service, at that level, they expect to feel the benefits, whether it’s timely updates, on-demand support, or tailored advice.

Are you actively showing clients how much they’re gaining? If not, now’s the time to make “value” something they can see, feel, and appreciate.

3. Breakdown in Communication

If there’s one thing that can turn a solid relationship sour, it’s poor communication. As Kim Scott, author of Radical Candor, emphasizes, “Communication is about listening, not just speaking.”

Are you really hearing what your clients need, or just assuming they’re happy because you haven’t heard otherwise? Building a clear, responsive feedback system can make clients feel seen and heard.

4. Feeling Unvalued or Unappreciated

Let’s be real, we all like to feel a little special. Clients are no different! If they sense they’re just another account number, don’t be surprised if they start exploring other options. Simple gestures, like exclusive offers, sneak peeks, or personalized thank-yous, can go a long way toward making clients feel like valued partners. A little recognition can turn casual clients into brand champions.

Prioritizing Trust in Client Relationships

In our industry, trust is everything. It’s the reason clients feel comfortable handing over the reins on the biggest days of their year, and it’s the backbone of every successful event partnership. As Patrick Lencioni said, “Trust is the foundation of teamwork,” and in the world of event production, it’s also the foundation of every client relationship. At avad3, “Professionalism Builds Trust” is how we show up, meet client expectations, and go beyond to deliver results they’ll remember.

Ways to Build and Reinforce Trust

• Active Listening: When clients share feedback, listen closely and act on it. Your clients need to know their voices matter, and when they see their input lead to real changes, it strengthens trust.
• Clear Expectations: When a client’s expectations are clear, misunderstandings are minimized. Set timelines, outline deliverables, and establish realistic goals. It’s far better to under-promise and over-deliver than the other way around.
• Consistent Updates: Keep clients in the loop, even when things are going smoothly. Regular check-ins remind them that their project is on your radar, that they’re top-of-mind.

Source: Canva

Going Above and Beyond

Meeting client expectations is essential, but it’s the unexpected extras that turn a satisfied client into a lifelong advocate. If you’ve ever received a little something extra, you know it’s those small surprises that can make a big difference. Let’s look at ways to exceed expectations and create unforgettable client experiences.

Make It Personal

Personalization isn’t just a marketing buzzword. It’s the best way to show clients they’re more than just another name on the roster. Seth Godin often says, “People don’t buy goods and services. They buy relations, stories, and magic.” Understand your clients’ unique needs and speak directly to them. Tap into the data you have to create tailored recommendations and support that show clients you truly get them.

Add Unexpected Value

Clients pay for what they expect, but why not surprise them with a little extra? From complimentary consultations to VIP access to your latest offerings, these small gestures add up and leave a lasting impression. Extra perks don’t have to break the bank; they just have to show that you’re invested in their success.

Be Proactive

Taking a proactive approach means thinking ahead for your clients. If there’s a new system that might impact their workflow, give them a heads up and offer to support them through the transition. It’s the little things, like making sure they’re prepared and informed, that build loyalty and trust.

Building Client Loyalty for the Long Haul

Shifting from a transactional approach to a relationship-driven one might seem like extra work, but it’s an investment in the future of your business. When you treat clients like long-term partners rather than short-term transactions, you’re laying the groundwork for a lasting relationship.

By building connections rooted in professionalism, trust, and mutual respect, you can create partnerships that not only thrive but truly stand the test of time.

Author Name: Cameron Magee

Author Bio: Cameron Magee, the owner of avad3 Event Production, is a passionate and dedicated professional who began his journey in event production as a curious 12-year-old at his childhood church. Today, he leads a team of hard-working production professionals, having built avad3 from his college dorm room into a national production company, committed to both client success and the well-being of his team.

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