Improve Client Relationships with These 10 Common Sense Practices
- RE Casper
- Apr 3
- 5 min read
Updated: Apr 4
When marketing project deadlines are tight and expectations are high, success often hinges less on complex strategies and more on a few simple, practical principles.
I’ve tried to follow these rules throughout my career, learning them first as a client, and later putting them into action on the agency side.
Here are ten rules that can help build trust, foster collaboration, and keep both clients and your team happy, backed by real-world examples.
Keep clients close but not too close.
Good relationships are essential, but boundaries matter. Strive to be a trusted partner, not a best friend.
Example: One agency executive I once knew became so friendly with a client that objectivity suffered. Projects weren’t questioned, and costs ballooned. Picking up the tab for a client’s lunch or dinner is generally accepted. But expenses such as a golf weekend at a resort or big holiday gifts usually go too far and your client’s boss may begin to feel they have been compromised.
Tip: Keep client relationships friendly but professional. My experience shows that this is the best approach for long-term success.
Listen carefully to what team members have to say about a project, even if it’s contrary to your strong thinking on the subject.
Your perspective isn’t the only one. Great ideas can come from any level.
Example: Once a new art director proposed a very bold and elaborate color scheme for a consumer brand. I Initially dismissed the concept as too expensive and difficult to implement with instore signage and display graphics. But, the idea was revisited and presented to the client. They embraced it even with the higher cost to implement.
Tip: Always be open to new ideas and refrain from pursuing the easiest course of action with the least path of resistance.
If an idea seems stupid and ridiculous on the surface, explore it further to discover a hidden truth.
Innovation often hides in unexpected places.
Example: During a brainstorming session, someone joked about “marketing to pets.” While absurd at first, it sparked a campaign targeting pet owners, resulting in a viral hit and a sales boost for the client.
Tip: Facilitated group brainstorming is essential for effective project planning that will result in inspirational outcomes.
Reward team members who work hard and achieve success. Not those who blindly follow rules.
Value results and creativity over blind compliance.
Example: My copywriter believed in himself and strongly pushed back on a client’s overly complicated messaging demands. The communications he crafted were more succinct and ultimately improved engagement across all media, both traditional and digital.
Tip: Let your team members do the job they were trained to do, get out of their way, and stand behind their decisions.
Be truthful and keep your word.
Honesty builds long-term relationships. Don’t promise what you can’t deliver.
Example: A client asked if a new ad campaign could go live in three days. We could have said yes and used stock images to please them. But instead explained to them how a location shoot would better showcase their premier product. The client appreciated the candor and gave an additional week to complete the campaign.
Tip: Make sure project quotes include rationales and reasonable timelines.
Stand by your quotes for work and refrain from trying to chisel a little extra money out of the job.
Trust evaporates quickly when clients feel they’re being milked.
Example: My agency quoted a website redesign and upgrade for $25,000. When more online product search options were requested by the client, we simplified the execution, reassigned internal developers, and delivered the new website within budget and on time.
Tip: Project quotes are no time to generalize. Do yourself and your client a favor by detailing each deliverable within the quote.
Try to over-deliver on projects and exceed your client’s expectations.
Surprise and delight can set you apart.
Example: My agency once delivered a branding and logo package early, including free examples of how the brand would be used on products, advertising, and their website. The client was thrilled and quickly approved the new designs with minimal changes. This resulted in more advertising and display projects.
Tip: Constantly try to demonstrate the real value-added services you bring to the client and don’t ever take them for granted.
Don’t nickel and dime clients by billing just to talk about future work. Charge for work actually performed.
Clients respect fairness. If you’re billing for every minute, you’re building resentment.
Example: My agency decided to begin waiving fees for the initial strategy meeting about potential new work. Clients recognized this generosity and our success rate for new business began to improve.
Tip: Try to avoid having a dollar attached to every meeting and live by the adage: “We don’t charge to communicate.” Clients will refrain from communicating if you do.
Progress bill often and clearly define on invoices what you’re charging for and how each charge relates to the quote.
Transparency reduces friction and increases trust.
Example: They would take more time to produce, but my project invoices listed details about each deliverable: time spent, hard costs, total costs to date, and their connection to the original proposal. The client appreciated the clarity and spent less time questioning invoices. Payment times were faster.
Tip: Have a frank and honest conversation with your clients about billing and try to conform it to their expectations. Dissonance between quotes and billing invoices usually results in confusion and slows down payments.
Be there when needed and show up on time.
Reliability is everything. A missed meeting or a late response can cost you credibility and even business.
Example: My client had a crisis with a product launch that was about to go public with outdated specs. Because I picked up the client’s call at home on Saturday, I was able to immediately outline the needs, mobilize the team, and hit the ground running on Monday morning. We were able to make timely website changes and blast out an updated trade media PR release, winning their long-term trust.
Tip: Make sure your client understands your availability outside of regular office hours.
Final Thoughts
These aren’t revolutionary ideas, but they’re often forgotten in the day to day rush to complete work, keep clients happy, and stick to deadlines. By using these ten common sense practices, you’ll find your client relationships grow stronger, your team morale improves, and your reputation steadily climbs. Because professionalism, integrity, and human trust are still the best marketing tools you have.
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