How do you endure a smooth working relationship with your clients? It’s not all about smiles and handshakes. A good Account Manager cannot not rely on the idea that because you have their account, that you also have their trust. I’ve found over the years that going the extra mile to assure even your best and busiest client, will make your life much easier in the long run.

What works? First and foremost: Keep the client well informed. Your first reaction may be to dodge the issue, when jobs don’t quite hit that projected target date. After all it was an “estimated” date, right? A quick and personal phone call to alert the client of potential issues will save you the hassle of later trying to explain the perception of failure. An ounce of prevention…

Underpromise and overdeliver. Everyone who took Marketing 101 has heard that phrase, but I believe it to be the backbone of every successful account relationship. There are times when you can’t find that comfortable “cushion” between your overworked creatives and your all-consuming clients. Being as realistic as possible in your promised dates will earn the appreciation of your team as well as the respect of your client, when you hand them something innovative and ahead of schedule.

Always respect your client – you’re only as good as your last job. Keeping arrogance in check and your mind open will translate into a healthy-working relationship. Being the expert in your field will never hit home with your client if you can’t get them to see you as a “partner” instead of as a “vendor”. Once the relationship has been established, the flow of ideas, willingness to try something new and the trust of your client is not far behind.