Only one in four describe working relationship as ‘strong’


New research has found that it takes many consultants up to a year to become a trusted advisor to a new client, but with one in four not even having monthly face-to-face contact, it seems that lack of human interaction could be what’s hindering the building of stronger client relationships.

The survey of consultants by people management software company, BrightHR, reveals that being considered as part of the team was of most value to them, yet over a third only meet their clients face to face once a quarter. Interestingly, over half of the consultants surveyed claimed that personally liking their clients affected their level of productivity for that client, albeit not intentionally.

Lack of time available for more regular face-to-face interaction with clients will explain why 31 per cent of consultants believed that feeling outside of a company culture was a big threat to building and strengthening client relationships. This, coupled with personal feelings towards clients, could be the reason why consultants cited that the biggest challenge when building and strengthening client relationships was coming up with new, innovative ideas.

Other obstacles were only getting to work with people for short periods of time (29 per cent), having to make unpopular decisions (28 per cent) and not having a large enough portfolio of services to offer (24 per cent).

On a more positive note, consultants believed the best way to improve client relationships was to provide a more rounded offering by recommending additional services, while socialising and entertaining, knowing the industry inside out and sharing knowledge were also deemed important.

And what did consultants believe to be the most important factors in their own success? The ability to deliver quick results came out on top, closely followed by being able to recommend additional services, the ability to offer an objective view of their client’s business and nurturing good relationships with them.

Worryingly, only a quarter of respondents described their client relationships as ‘strong’. A further 28 per cent believed they were good but could be better, 44 per cent said they were average and some two per cent admitted to them being poor. Which, of course, begs the question ‘what could consultants be doing to strengthen relationships and improve client retention?’

In response to the survey findings, BrightHR has worked with author and business effectiveness expert, Dr David Fraser, to launch a new report - Better Relationships | Better Business. It delves into the importance of positive client relationships, provides suggestions to how this can be achieved and examines what impact future technological advances will have on how good client relationships are maintained.

The report also includes chapters by William Buist, Consultant and founder of the xTEN Club, on how consultants working remotely can still maintain positive working relationships, how to secure trust from your client and the practical benefits of extending your service offering.

Commenting on BrightHR’s survey and report, business and consultancy expert, William Buist, said: "There are many competing pressures in any relationship. Consultants have a unique opportunity to bring their knowledge, skills and experience to bear on client problems in a collaborative partnership. To do this well, quickly, and accurately, trust and openness are vital and that means having strong relationships. These results highlight that both clients and their consultants would benefit from more of a focus on building mutual trust early in any engagement, as that will bring more value to clients faster.”

In addition to the report, BrightHR also offers a Partner Programme to help consultants build relationships with their clients. The programme is free to join and provides them with access, via an online portal, to a range of learning resources, training materials and engaging content that they can share with clients.

Paul Tooth, co-founder and CEO of BrightHR said: “Strong client relationships are vital to successful consultancy businesses, so our survey throws up some interesting results and raises some thought-provoking questions for consultants. There doesn’t seem to be a great deal of face-to-face contact despite the fact human interaction can help build relationships. Is it any wonder some consultants are saying it can take a year to become a trusted advisor to a new client? And in today’s fast-moving, ‘always-on’ world, can consultants afford for it to take this long?

“The consultants we spoke to say recommending additional services for a more rounded offering would improve their success, but usually it is important to be trusted before an investment will be made.

“We believe that our report offers the tools to encourage change for the better. In addition, our people management software could also help consultants improve relationships and attract new business. Through our Partner Programme they can extend their service offering and position themselves as the sought-after ‘trusted advisor’, while generating commission for their own practice or business by recommending BrightHR.”

Download the full Better Relationships | Better Business report for consultants.