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The world of business is a competitive space, and all too often, in their quest for success, companies lose sight of the importance of business-client relationships. Whether you’re operating in a B2B or B2C sphere, the need to establish and nurture meaningful connections is the same.

In this article, we’re going to hone in on ways you’re representing your business and how you could both strengthen existing relationships and pave the way for new ones.

1. Get wise with your website

Whether you’re focusing on driving traffic to specific pages, turning visits into conversions or simply just want it to act as space to house any content your company publishes, your customers will judge your website. From forgetting to refresh the team page when you take on new staff to failing to update company address details if you move to a different location, the way you manage your website speaks volumes about your business.

Regardless of whether you’re selling a product or service, you’re asking would-be customers to buy into your brand – and a poorly managed website will all but guarantee you lose their interest. This is often the first point of call for potential clients, so make sure your website is sending out the right message.

2. Impress with deliveries and deadlines

While a B2B company might have more of a focus on deadlines, for those operating in the B2C space, deliveries are likely to be an integral part of your business. From the packaging materials you use to ship purchased products to the delivery time itself, show your customers that you care with a commitment to excellence and efficiency. And if you’re selling a service, make sure that service is worth every penny by meeting deadlines and delivering on project goals.

3. Stay social

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In a world that is increasingly obsessed with the media, customers are as likely to look you up on popular social platforms as they are to head to your website – so it’s absolutely crucial that you’re managing these accounts. If your business isn’t in a position to pay someone to manage your marketing, bring the focus in-house. Put a knowledgeable team member in charge of handling the running of any Facebook, Twitter, Instagram and Snapchat accounts. This way, you can be confident that your followers will be treated to regular and timely updates, and any queries or concerns can be responded to and dealt with in a timely and efficient manner.

4. Set time aside for networking

No matter your industry, the ever-changing business sphere is a competitive place – and with rival companies waiting in the wings, it’s crucial that your brand stays relevant. For businesses who are keen to up their face-to-face communications, networking events are a great way to initially put your business on the map, and then keep it there. From striking up interesting conversations with other companies in your industry to sharing experience with someone from an entirely different sector, networking events provide a platform from which businesses can share their knowledge and learn from others – all while ensuring they stay relevant and in the public eye.

5. Avoid robotic comms

Client communications are unavoidable in business and how you handle them can speak volumes about your company values and the team you employee. From generic emails to monotone phone calls, failing to inject some personality into the way you deal with clients is a sure-fire way to disappoint them. Brief your team on ways they can strike up interesting conversations while always remaining professional. Your clients will thank you for the attention you pay them, and you can show that you’re able to treat them as individuals and that your business values their custom.

From your online presence to meeting deadlines, throughout the day-to-day running of your business, you and your staff are representing your brand at every turn. If you’re serious about establishing and cultivating long-term client relationships, take your team back to basics and focus in on what your actions say about your business.

Further reading on how to represent your business