How Building Rapport is a Key to
Creating Client Loyalty
Ken Berry, CBI
Principal and Vice President
How Building Rapport is a Key to Creating Client Loyalty
Copyright © 2010 by ProHorizons Network Inc.
Years ago, I was in a brand development meeting and we were discussing whether or not
a company could come right out and say “we care.” After more than a decade in business
development roles, I struggled with this presentation. My problem is, unless you work in
specific care-related industries, this statement is not believable. Unfortunately, segments
of corporate America have demonstrated prominently over the years that they do not care.
The flip side of the coin is nothing builds client loyalty better than letting them know you
care. Therefore, it is important you continually demonstrate to your clients that you care
about them and their needs. This time of year provides a great opportunity to use your tax
appointments to communicate how much you care. Here are some simple guidelines to
get you started:
1) Make sure you have ample time between your appointments. Although this may
seem to be poor utilization of your time, stacking your meetings can be a critical mistake
on two levels: it does not account for a meeting running over; and it does not allow you
time to prepare for your next meeting.
2) Give yourself ample time to prepare for a meeting. Reframe your thoughts from an
earlier meeting, clear your desk, review and prepare for the meeting with the next client.
Nothing says “I don’t care” or at least “I don’t know you” more than flipping through a
file to find a piece of personal information about a client during a meeting.
3) Respect your clients’ time by being punctual. We wait in lines and traffic
throughout the day, make sure you are an exception to this experience.
4) Have a simple agenda for the meeting. Something that outlines the key phases of the
meeting is all that is needed. Perhaps as simple as (1) agenda review (2) catch up (3)
review financials and tax return (4