Build Better Relationships to Help Your Business Grow

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May 16, 2025 Business

Let’s face it, growing a business sometimes feels like you’re climbing a mountain during an earthquake. One moment you’re basking in the glow of record sales, and the next you’re wondering whether your spreadsheet has a typo because surely that can’t be the real number.

Sound familiar?

Here’s the good news: you’re not alone. The peaks and valleys are part of the entrepreneurial terrain. But while you can’t always control economic shifts, supply chain chaos, or even the whims of algorithms (thanks a lot, social media), there is one area you can invest in that pays long-term dividends: your relationships.

We’re talking about real, meaningful, “I’d-call-you-during-a-crisis” type relationships with your clients.

Whether you’re running a bakery, an IT firm, or an event production company like avad3, relationships are what transform fleeting projects into year-over-year partnerships. They’re the difference between chasing leads and fielding referrals.

So how do you build those strong connections, especially when your business is growing faster than your inbox can keep up with?

Let’s dig in.

What’s Causing Customer Churn (a.k.a. Why People Are Ghosting You)

You know that sinking feeling when a longtime customer suddenly stops calling? No complaints, no issues, just silence. Before you assume they’ve joined a monastery, consider a few likely culprits:

1. Poor Brand Experiences

Maybe your response times have slowed. Maybe you promised white-glove service and showed up with oven mitts. Either way, customers notice. In today’s market, they know they have options and they’re not afraid to exercise them.

If you’re in events, imagine promising a seamless hybrid conference and then forgetting the Wi-Fi password. Trust, once lost, is hard to re-mic.

2. Diminishing Value

Even your most loyal clients want to feel like they’re getting a return on investment. If your service starts to feel “meh,” they’ll start looking elsewhere.

Patrick Lencioni put it best: “If everything is important, then nothing is.” Focused value builds loyalty. Diluted effort? Not so much.

3. Lack of Appreciation

Ever been in a one-sided friendship? Not fun. Clients feel the same way when they give you their trust, money, and time only to feel like another invoice in your system.

Here’s a pro tip from the events world: after every big event at avad3, we pause and thank our client. Not with a templated email, but a meaningful message or even a surprise handwritten note. It’s not corny; it’s memorable.

Trust: The Currency of Business Growth

We all know trust is important, but what does it look like in practice?

Listen Like You Mean It

Ever had a customer mention something “in passing” and you forgot about it… until they brought it up six weeks later? Yeah, don’t do that.

Strategic Coach calls this relationship capital treating your client’s goals as a shared mission, not a side quest.

Be Transparent (Even When It’s Awkward)

If you’re going to miss a deadline or run into a hiccup, tell them early. Clients would rather hear the truth now than an apology later. It builds trust and shows you’re treating their business like your own.

Check In (Even When Things Are Going Great)

You don’t only text a friend when something’s wrong (hopefully). The same goes for clients. Periodic “just checking in” calls especially when everything’s smooth builds rapport and prevent surprise issues.

At avad3, we sometimes send a quick update video mid-project. It’s not Hollywood-quality (unless you count iPhone lighting), but it keeps the human connection strong.

Relationship-Building Strategies That Actually Work

If your clients are worth keeping and they are then here’s how to keep them:

1. Get Personal (But Not Creepy)

Tailor your services to their unique needs. This isn’t just about slapping their name in an email greeting. It’s about understanding their challenges and suggesting creative solutions.

In event management, that might mean recommending a smaller PA system to match an intimate venue even if it earns less. That kind of honesty makes clients stick around.

2. Add Unexpected Value

Want to stand out? Do what Seth Godin calls the “purple cow.” Surprise them. Delight them. Be different.

Host a client appreciation lunch. Upgrade them to early access for your newest offer. Drop off coffee before a big meeting. These little gestures go further than a 10% discount ever will.

3. Solve Problems Before They Happen

Proactivity is a superpower. If you’re changing a process that might impact a client even slightly let them know early. Offer support, options, and a “we’ve got your back” attitude.

One Strategic Coach principle is staying in your Unique Ability, the zone where you provide the most value. The more you live there, the more your clients feel you’re solving the right problems before they even ask.

The Long Game: Turning Clients Into Ambassadors

Here’s the truth no one talks about: your current clients are your best growth strategy. Not flashy Instagram ads. Not cold emails. Real people who’ve worked with you and tell their friends how great you are.

Make it your mission to treat those relationships like your most valuable asset because they are.

At avad3, we often say: Professionalism builds trust, and trust builds business. And when that’s your mindset, the next big referral is always just around the corner.

So, what’s one small thing you could do today to make a client feel appreciated?

(Seriously think about it. Then go do it.)

About the author:

Cameron Magee, the owner of avad3 Event Production, is a passionate and dedicated professional who began his journey in event production as a curious 12-year-old at his childhood church. Today, he leads a team of hard-working production professionals, having built avad3 from his college dorm room into a national production company, committed to both client success and the well-being of his team.