It’s a fiercely competitive market out there, and your key clients are undoubtedly being courted by rivals.

You might assume that years of collaboration, deep client insights, and strong relationships offer some protection. Perhaps they do – but there are no guarantees.

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The risk of complacency and 4 common weak spots

Many businesses believe that loyalty is secured if a client keeps buying from them. Still, it only takes a sharp competitor who…

• Demonstrates a better understanding of the client’s evolving challenges
• Provides a more proactive, engaged service
• Aligns more closely with the client’s strategic priorities
• Delivers value with a more competitive pricing model

…to turn that long-standing relationship into a lost one.

Through our work helping firms protect their key accounts, we’ve identified four common weak spots and how to fix them.

1. Expand your network of advocates in the client organisation

Too often, a client relationship comprises one or two individuals (one on the client side and one on the adviser’s/supplier’s). If either leave or shift roles, the connection weakens overnight. Having a wider network of advocates within the client organisation reduces this risk for a business.

Action: Map out your client contacts. Who else should you and your team be engaging with? Look beyond your primary contacts to their direct reports, colleagues in related departments, and senior decision-makers. Use the likes of LinkedIn and the client’s website to spot the people you’ve yet to engage. Strengthening all these connections will build resilience in the relationship.

2. Make time for strategic thinking

Clients greatly prize proactivity in an adviser/supplier. Beyond daily deliverables, investing time in understanding a client’s current and future challenges and ambitions is crucial. A proactive approach ensures your offering and service stay relevant and cement your position as a trusted partner.

Action: Hold regular internal sessions with your team to share insights on the client’s current priorities. Invest time in more forward-thinking discussions with your client – how are things going? What are their key priorities? What’s on the horizon in terms of challenges and opportunities? How would they like you to improve your approach/support of them?

Also monitor their website, social media, and industry news to stay informed. Identify gaps in your knowledge, assess potential risks, and create a simple engagement plan that keeps you on their radar.

3. Use post-project reviews to open new doors

A project’s completion shouldn’t be the end of the conversation—it’s an opportunity to deepen the relationship. A well-run post-project review helps you refine your service and demonstrate commitment. It also helps you to uncover upcoming needs before a competitor does.

Action: Schedule a debrief shortly after each project ends. Avoid generic satisfaction surveys; instead, hold a structured conversation to capture feedback, explore their next priorities, and identify potential opportunities for future work.

While it’s essential to be in information-gathering mode, also be sure to bring some value to your client in these sessions. Giving them fresh insight or a possible solution to something will ensure they feel this investment of their time has been well spent.

4. Align with how your client works

Clients favour suppliers who seamlessly integrate with their ways of working. From communication preferences to internal deadlines and budgetary limits, the easier you make their life, the more indispensable you become.

Action: Discuss what you’ve learned about each client’s working style as a team. Also, consider how you can collectively and individually help your client contact(s) look good to their clients, colleagues or bosses and make their lives easier.

During briefings, ask the client for their preferences regarding output formats, timelines, reporting expectations, and key internal stakeholder expectations. As the work progresses, seek feedback on how they find your team’s performance and act on it. Ensuring you and your team perfect the art of under-promising and over-delivering will also help impress.

The bottom line

Your key clients are critical to your success, and a proactive, planned and well-structured approach is essential to retain them. Always assume competitors are targeting your clients – because they are. The closer and more valuable you become, the harder it will be for your client to leave.

Moreover, a robust, multi-contact relationship often reveals additional revenue opportunities. Furthermore, a team-wide approach can secure client loyalty and also open doors to further work opportunities and referrals.

For tailored advice on strengthening client relationships, get in touch or call us on 01483 429111.