In business, especially in PR agency business, the client is always right – sometimes confused, misinformed, rude, stubborn and changeable, but never wrong. Ever date anyone like that? Clients are the reason you have a business. Without them, no matter what you do, there isn’t any business. Therefore, you should approach client servicing the same way you approach a date. Nurture it with good habits and relentless care. Each date builds on the previous one. Every good PR activity does the same in building client retention. So, here are the simple suggestions for “dating” your clients and enhancing your business relationships. • Dazzle clients with your service. The key to good client servicing is treating all your clients well but not necessarily the same. Respond to their needs as individuals. While one client might need a ton of help and attention, another might prefer an opportunity to browse with privacy. • Anticipate the needs of your clients by emphasizing service over media coverage. Good service sells. But pushy service people who are always trying to sell more can be a major turnoff to all clients. • Treat your clients well by being a problem solver. If you can’t help, help him or her find someone who can. Clients appreciate your help – even when you aren’t directly profiting from the arrangement. Just consider it as an investment. They’ll appreciate the advice and remember your what value you add to their business, during the next contract renewal time. • Innovate by understanding that most rules should be flexible. Don’t ever say, “No, that’s against the rules,” to a customer who’s making a reasonable request. Your main rule – one that should never be compromised – is to keep your clients happy and satisfied. • Nurture your employees by giving them the care and respect that you want them to give your clients. If you treat them well, your employees will be great ambassadors of you and your company. If you treat them poorly, they’ll treat your clients badly in turn. (bosses…. Appraisal time????) • Guarantee that your clients keep renewing their contracts year after year. Have a great PR plan and post it in a central location for all to see. Once employees understand the importance of great client servicing, you will seldom loose a good client, even in such rough weather.