In the race to build our businesses, we often find ourselves willing to take money from anyone who wants to give it to us without fully sizing up the client and the potential – both good and bad – they have for the future of our business.  This is the #1 way to find yourself with a business full of toxic customers, stuck in lawsuits, and hating the day you had the brilliant idea to start your own company.  We get so focused on the money that we never really look at the person giving it to us.  The problem is that we actually have to work with the person – the money just sits there or is gone before we’ve barely had a chance to look at it.  So, do your due diligence by getting to know the client before asking them to work with you, and make a conscious decision that you want to keep this client for better or worse (‘til death do you part isn’t necessary, but you shouldn’t just cut and run when problems come up; you have to try and work through them first). 

Now that you’re married to your client, you still have a lot of work ahead of you.  Just like any marriage, you have to nurture the relationship.  When you make promises, keep them.  Frequently show your appreciation.  Openly communicate so that the client knows what is happening.  Make sure that every time they interact with you or your company that they walk away smiling and looking forward to your next encounter.

While perfection is our goal, I do recognize that it is rarely found in our reality.  However, the more you strive to do the best work for your client the less likely you are to falter.  The beginning part of the relationship is crucial to the long term success of the business relationship.  Do everything possible to avoid errors and mistakes during the “honeymoon phase.”  This will allow you to build a solid foundation of trust so that when the inevitable slip-up occurs, it will be easier to overcome and the relationship much more likely to hold.