By Alix Edmiston

When I first started working as a corporate communicator in the late 1980s, fax machines were defined as cutting edge technology and no one I knew worked from home.

Who could have ever dreamt that the now ho hum fax machine would usher in many other technological advances that would provide corporate communicators with an exciting career opportunity – the option to work from home as a corporate communications consultant.

In 2000 I decided to take the scary step of leaving the corporate world, setting up my own home office and joining the growing ranks of the self-employed in Canada (2.5 million according to Statistics Canada’s latest data).

It was a big step, a career change really. I was now an entrepreneur, president and CEO of my own company.

My new position also came with an expanded job description. As the one and only employee, I was the head of finance, operations, sales, IT, legal… you name it, the accountability belonged to me.

Yikes. So many hats and only one head.

However, I knew that the biggest, heaviest, most important, hat was going to be client relations. I was the company and my reputation was going to be on the line every time I secured work. If I didn’t consistently provide exceptional service to my clients, it could ultimately make or break my business. In fact, one of the biggest reasons small businesses fail in Canada, is they don’t understand their client’s need.

I knew it was vital that I develop the proper skills to build effective relationships with clients to successfully meet their needs.

How did I do this?

I’ve worked with some great clients and also developed a network of talented corporate communications consultants/IABC members that I could call for advice and support. Looking back over two years in business, here is some invaluable advice they’ve kindly offered to help me develop in my role as “head of client relations.”

First impressions really count

Has this even happened to you?

You’re running off to a meeting, the phone rings, you reluctantly answer it, and within two seconds, some supplier you’ve never heard is asking if July 25^th at 2 p.m. is a good time to meet.

Why do some suppliers deploy this “in your face” approach? It’s because the so-called sales gurus tell them if they get their foot in the door, they’ll magically seal the deal.

If you want to work with corporate clients, that’s not the way to do it.

Sure you may have gotten that initial meeting and you have the appropriate skills and track record, but that doesn’t guarantee you’re going to be hired on the spot. Corporate clients are interested in your work history, but more importantly, they want to be associated with someone who a) they like and b) who displays a high degree of corporate professionalism.

Let’s face it, your prospective client is going to be working closely with you on a project -- most likely with very tight deadlines -- and you are going to be representing her within her organization.

Of course, she requires a polished professional who understands her corporate culture. That means at the first meeting it’s essential to arrive on time, dress professionally, respect her time, listen to her needs and potential challenges, and clearly specify how you can meet those needs.

Before you leave the meeting, you also need to ensure you’ve posed the proper questions to obtain information to create a proposal to outline the services you would like to provide and the accompanying costs.

This is always an involved – and challenging -- process but it will form the foundation on which your relationship is built. If done competently, it will ensure you both agree on the scope of the project, deliverables, expectations, deadlines and cost. If needs change along the way – which is likely to happen -- you can always refer to this proposal and make required changes.

When both sides clearly know their role and agree on the expectations right up front, there are no gray areas, everything is black and white, and everyone is happy. Do this intelligent legwork up front and you can avoid any misunderstandings.

Taking care of business

You’re hired, now what?

It’s now time for a clear plan of how the work is going to get done. Since your role is to produce the desired results and make your client look good at all times, here are some things to remember to protect your reputation as you’re carrying out your work.

Respect the corporate culture

Although your client has engaged your services, you are not an employee of the organization and therefore do not enjoy all the rights and privileges of roaming around at will. Your client is your first point of contact in the organization, your ambassador if you will. It’s important that she introduces you to the important stakeholders before you start your work to avoid awkward – relationship damaging -- situations.

Mum’s the word

While conducting your work, you’ll be privy to corporate information. Respect the organization’s privacy. Discretion is imperative at all times, even if you are not asked to sign a non-disclosure agreement.

The meter’s running

That original quotation is your guide throughout your project, unless you revise it with your client. If your client or someone else asks you to conduct work over and above your proposal, you need to have a discussion immediately. The expectations were set, and now they’re changing. The scope of the project or the proposal may need to be revised.

Be a good communicator

We’re so busy helping others communicate, sometimes we forget how vital it is to follow our own advice. If you want to maintain good relations, it’s essential to obtain feedback. Periodically ask your client how she thinks things are going. Is she happy? Is there room for improvement? If so, you need to know what she thinks.

Say thank you for the business

Clients need to know how important they are. It just can’t be stressed enough. After the project is completed, don’t just drive off into the sunset en route to your next big job until you’ve thanked your client. “Close the loop” in your own special way and make your client know how special she is. She’s the key to your success. Nurture that relationship and you’ll succeed together.

Alix is vice president, volunteer leadership development & services, IABC/Toronto. She can be reached at volunteers@iabctoronto.com.

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