Two terms often interchanged in a business discussion are "client relationship" and "partnership". For many the uses of either are interchangeable, but are they really?
Let's take a quick look at the dictionary definition of each of these terms.
client:
- "a person who employs another professionally; a customer".
Relationship:
- a "connection" or "alliance".
Putting the two together you get the definition of a client relationship as one of employing a professional as part of a connection or alliance.
partnership:
- "a contract between two or more persons involved in a joint business venture; the state of being a partner". No need to create a definition here, it is clearly stated already.
From these text book definitions it is easy to see how the two can be interchanged so easily in everyday business. But take a look beyond the text book and into business reality.
A client is someone we do a job for in exchange for payment. Our relationship generally consists of:
a) asking what is to be done;
b) agreeing on a price;
c) completing the task and then
d) submitting our invoice.
With this the exchange is over.
However, with a partnership we all have a stake in the end result. We are working with the client to determine what is best for all parties, including ourselves. Clearly you would not take on a job that was going to have the potential of placing the reputation of your business at risk. For this reason, in a true business relationship we negotiate the success measures up front. We work to satisfy the needs of all parties. Partnerships tend to be ongoing while a client relationship exists only for the term of the contracted arrangement.
Take a look at your client list.
Are you building relationships as a partner or merely providing a service? Not to say that providing a service is bad, but is it the best you can do?When was the last time you provided that "extra" to a client without being asked or compensated? When was the last time you contacted a client just to see how they were doing, not to solicit business, just showing interest in their success?
Building that partnership means going the extra mile. It means keeping in touch with clients over an extended period, just to see how things are going.
Clients may pay your bills today but business partners will help pay the bills for a long time and serve as excellent references as you expand your operation.
Gordon J. H. Newman, CPT
Gordon is President of The Newman Learning Group Inc. an organization dedicated to providing value add solutions to improve the bottom line performance of organization and individuals. Gordon may be reached at gordon@newmanlearning.com or 905-790-2944 http://www.newmanlearning.com
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