Imagine you have a client who expects results within 30 minutes, constantly makes changes to the content plan, asks for 20 design variations overnight, and talks to you like you’ve spent their entire budget on a holiday party. Is it possible to avoid this? And how can you find the right balance in a client relationship? Oleksandr Rusanov, head of client service at Friends of Brands agency, offers some answers.
1. How to start the relationship with a client the right way??
At this stage, it’s important not to say too much and to make a good impression. The client needs to see that you understand their product and can offer ideas even at the first meeting. So, come prepared — read articles, watch interviews, do your homework. Remember, the first meeting is all about identifying each other as business partners.
What to talk about during the meeting::
– Discuss similar cases. Analyze their strengths and weaknesses, and suggest possible ideas. A specialist who understands the client’s niche will always have an advantage.
– Don’t mention personal connections with competitors. The client may see it as a potential breach of confidentiality. Try to listen more than you talk.
– Avoid politics and personal topics. You don’t know the client’s views yet, so steer clear of these subjects — at least for now.
2. How to quickly build trust?
Trust is the result of consistent, reliable work. To break the ice, don’t hesitate to ask about the official and actual goals of the project. But don’t overstep. Always act in the client’s best interest. When they see that everything you do is aimed at helping them succeed, trust will grow. And one more key point — never send a “raw” idea or draft for approval. Don’t cut corners. Respect the client’s time, and you’ll see how their trust increases with every step you take.
3. Is there a difference in communication with male vs. female clients?
In reality, there’s no fundamental difference. Anyone who comes to you for a service is a businessperson first — someone who thinks in terms of results and goals. The only difference might be in how you present information and ideas.
Men usually want clarity, tangible benefits, and measurable outcomes. They tend to be more restrained in their emotional reactions. Women, on the other hand, are more receptive to the emotional part of the presentation and pay closer attention to design and delivery.
4. Should you become friends with clients or use informal communication?
You can be friendly, but don’t cross the line. If switching to a casual tone doesn’t break professional boundaries, go ahead. But overly casual communication can blur responsibilities on both sides. It’s important to keep the relationship professional. The client comes to you as an expert — not a dinner companion.
5. How to handle conflict the right way?
Better not to start a conflict at all. but if it happens — analyze it. Weigh all possible risks and losses, then choose your next move:
1. Compromise. You can make a concession, even if you’re technically right. To avoid losing the client, offer a “bonus”: a free service or a discount — but only if it doesn’t hurt your business. And don’t hand out freebies every time there’s a disagreement.
2. Mutual understanding. In this case, you explain the reasoning behind your actions. If you truly acted in the client’s best interest, they’ll accept your point of view in 95% of cases. After that, it’s important to build a new system of communication that makes collaboration smoother.
3. Inspiration. The client isn’t always right — but they don’t always need to know that. Gently guide them toward the right conclusions. Let them believe they came up with the idea themselves.
4. Breaking up. When a conflict reaches its peak, sometimes the best solution is to walk away. But don’t rush — try the first three approaches before you do.
6. And finally — a few key rules for communication
There’s no universal formula for successful negotiations — but here are my top 3 rules that help avoid misunderstandings:
1. Don’t promise what you can’t deliver, and stick to the timeline
Be honest about real deadlines and your actual capacity. Don’t say you’re available 24/7 — instead, clearly define when you’ll be in touch. Walk the client through the entire workflow so they understand the project scope and see that you’re truly engaged.
2. Document everything. Status updates and meeting reports are essential. They help you keep the project organized and protect both you and the client. If it’s not written down, it doesn’t count as an agreement.
3. Present ideas and reports in person. Clients need to feel your energy — not just receive a dry email. Show up, share enthusiasm, and be a partner they enjoy working with. Be a friend.
