By Jon Forst, President of Trademark Events
Originally published on Fast Company, July 25, 2024
Every successful business understands the value of customer relationships. As we near our 30 year anniversary, we’ve found some universal attributes of productive client relationships, which help to expand our global footprint and are the foundation of building an ever-growing book of business After surveying our clients, this is what we found:
Effective Communication
Communication is the most important aspect of any valued relationship. Active listening to and understanding our clients’ ideas, aspirations, business goals, needs, and concerns helps us establish common ground for our work.
Reliability and Consistency
Accountability is key to reliable and consistent delivery. Reliability and consistent delivery of services or products establishes trust and lays the groundwork for future business.
Transparency
The best-laid plans are always subject to changing circumstances and shifting priorities. It can be tempting to say “yes” when you mean “I don’t know” or “I’m not sure.” Honest, straightforward answers about capabilities, pricing, or potential issues can create a partnership between companies and customers.
Personalization
Every client wants to feel understood. Team members need to dive deep and understand the client’s motivations. How will the project affect them? What is the company trying to achieve from a business perspective? How will the project be measured? With this understanding as a foundation, team members can tailor interactions and services to the client’s specific needs.
Proactive Engagement
Successful companies are proactive in building customer relationships. Anticipating customer needs and offering solutions–before they ask builds confidence. In this way, clients know that they’re in good hands and that the team is committed to applying our expertise to their success.
Empathy and Understanding
Humans need empathy. Strive to show genuine care and concern for the people we work with. See clients’ priorities, challenges, and aspirations and internalize their workstyles and objectives. This helps customers ttrust that the company is on their side.
Value Addition
Lean in to provide additional value beyond the explicitly contracted products or services. Offer insights, advice, time, and knowledge about how to get the most out of your product so customers have a positive experience.
Professionalism
Frustration happens. Sometimes, you’re overwhelmed, upset about something, or just plain tired. This is when it’s really important to focus on a high level of professionalism in all interactions.
Fun
Have fun with work! Have fun with clients and the opportunities and challenges that arise during work. Get to know the team and the client as people–not just co-workers. People are drawn to those they can laugh with, talk with, achieve goals with, and learn from.
Feedback
Continuous improvement requires feedback from clients, partners, vendors, and other team members.
Trademark attributes much of its success to its extensive and reliable network. This network includes our clients, as well as hundreds of suppliers, hotel and venue contacts, creative agencies, and local event logistics personnel. Each contributor plays a vital role in ensuring that events are executed flawlessly, maintaining the high standards that Trademark’s clients expect and appreciate.
We know that great client relationships equal great business.
About TRADEMARK
TRADEMARK, Inc. is a full-service, global event production company that has worked with important brands across technology, biotech, pharmaceutical, education, philanthropy, and financial services companies to imagine, define, produce, and execute award-winning corporate events since 1998. Based in San Francisco, CA, and New York, NY, TRADEMARK combines technology, visual arts, event acumen, and creativity to produce immersive experiences that influence, educate, and inspire attendees in person, virtually, and hybrid environments. Borne of the film and entertainment industry, TRADEMARK productions connect with and engage audiences with content and execution that strengthens brands, customer relationships, and revenue. To learn more, visit wearetrademark.com, or follow us on LinkedIn, X, or Instagram. Visit Site Select to and find out how we can help you with your next event.