Building Trust with Corporate Clients

Client touchpoints shouldn’t feel pushy. They should feel like what they really are: Building real relationships. But many client-facing professionals hesitate to follow  up, worried they’ll seem self-serving. But here’s the shift: When your touchpoints come from generosity, following  up feels: ✅ Natural ✅ Helpful ✅ Human Need to follow up with a client soon? Here are 7 of my favorite trust-building touchpoints that  don’t feel like “selling”: 1. Ask for their perspective → “What shifts are you seeing in your market?” → Let their insights guide your next step → People love being asked what they think 2. Make an introduction → Connect them to someone who can help → Be specific about the value on both sides → Follow up later to see how it went 3. Invite them to something meaningful → A small dinner with peers they’ll enjoy → A virtual panel on a topic they care about → No pitch. Just people they’d want to meet 4. Offer a Give-to-Get → “Want to spend 30 minutes tackling that challenge?” → Share helpful ideas, no strings attached → Let value lead to the next conversation 5. Congratulate and recognize them → Repost their big news with a kind comment → Mail a handwritten note (or flowers!) → Celebrate the personal wins too 6. Send a helpful article → Share something outside your company blog → Add a quick note: “Thought of you when I read this.” → Make it clear you’re thinking of them 7. Send a thoughtful “just because” note → “What you said in that meeting stuck with me.” → Mention their new puppy or kid’s graduation → Yes, snail mail is still magic In the end, it’s not about being remembered. It’s about being helpful. When you show up generously, without pressure, you’re  not just keeping in touch. You’re building something real. Pick one. Try it this week. Let me know how it goes. ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full infographic? Sign up here: https://lnkd.in/e3qRVJRf 

At this point, my clients just say "go for it" and don’t even blink. No back-and-forth. No nitpicking every sentence. No "Can we completely flip this over?" Just complete trust. Because here’s the thing, clients don’t start out this way. It’s built. Earned. Proven over time. And every long-term client I’ve worked with? They trust me not just to write their content, but to own their brand’s voice. So how do you get there? 1️⃣ Get results, fast. Trust isn’t given because you sound smart. It’s given because your work performs. More engagement. More inbound leads. More credibility in their space. Once they see impact, they stop micromanaging. 2️⃣ Push back when needed. If a post idea is weak, I say it. If something won’t work, I won’t sugarcoat it. If they’re playing it too safe, I’ll challenge it. Clients don’t hire me to write what feels comfortable. They hire me to write what gets them noticed. And the moment they see my “crazy” ideas actually bring results? That’s when the trust kicks in. 3️⃣ Make them feel understood. Most clients micromanage because they’re scared their voice will get lost. So from day one, I make sure they never have to correct me twice. I get their tone. I understand their positioning. I write in a way that sounds like them, not me. Once they see that I get it, they stop hovering. 4️⃣ Make the content their best salesperson. At the end of the day, trust comes from one thing, impact. If my content is helping them: ✅ Close deals faster ✅ Get in front of the right people ✅ Build their authority Then they stop asking how I do it. They just let me do it. The best client relationships don’t come from endless approval cycles. They come from results, understanding, and proving you know what you’re doing. And when you do that? You don’t just have a client. You have a long-term partnership.

𝑴𝒐𝒔𝒕 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒄𝒐𝒏𝒗𝒆𝒓𝒔𝒂𝒕𝒊𝒐𝒏𝒔 𝒂𝒓𝒆 𝒘𝒐𝒏 𝒐𝒓 𝒍𝒐𝒔𝒕 𝒃𝒆𝒇𝒐𝒓𝒆 𝒕𝒉𝒆𝒚 𝒆𝒗𝒆𝒏 𝒔𝒕𝒂𝒓𝒕. Not because of what is said in the meeting, but because of the preparation that happens beforehand. Recently, someone pointed something out that made me pause. He mentioned how much research I do before engaging with potential clients. To me it has always felt like common sense. Before I speak with a company, I want to understand the industry they operate in, the pressures they are facing, and the clients they serve. I often spend time researching not only the company itself but also the businesses they rely on for revenue. The quality of a business conversation is often determined before the conversation even begins. When you take the time to understand someone's market, their customers, and the forces shaping their industry, the discussion changes. Instead of asking surface level questions, you can engage in a conversation that reflects real understanding. Preparation also signals something important. It shows that you care enough to learn how the business actually works before offering ideas or solutions. In business development and consulting, trust rarely starts with what you say. It starts with how well you understand the world the other person is operating in. Most professionals research just enough to prepare for a meeting. The real insight comes when you study the ecosystem around a company. When you understand a client's customers and the markets they serve, you begin to see where their revenue pressures and opportunities actually exist. That level of awareness changes the quality of the conversation immediately. Entering a conversation informed, curious, and prepared to create value is not a small detail in business development. The strongest business relationships often begin long before the first conversation. They begin with the effort someone is willing to put into understanding the business across the table. That effort is not just professionalism. It is the foundation of trust.

When corporate–startup partnerships fail, it’s rarely because the tech/product/strategy didn’t work. It’s because the trust didn’t. So, how can corporates and startups build trust so the value goes beyond capital? This was one of the key questions we discussed at the NeXTT Awards panel recently. If you want partnerships to deliver value beyond capital, the foundation has to be built before the deal on shared intent, aligned ways of working, and human connection. I’ve seen the most successful collaborations follow a simple rhythm: Build trust before the deal - be transparent about why you’re partnering, not just what you’ll get. Design for mutual wins - share KPIs, not just invoices. Reduce operational friction - fast-track decisions and simplify processes. Keep relationships human - senior sponsors and everyday champions matter more than quarterly reviews. Invest in the ecosystem together - co-create, share knowledge, and celebrate wins publicly. Because trust isn’t built in contracts. It’s built in conversations, in small acts of reliability, and in the sense that both sides are equally invested in the success of the other. When both sides feel heard, supported, and respected, that’s when value truly goes beyond capital. #Startups #CorporateInnovation #Trust #Leadership #Collaboration #BeyondCapital

In countries where trust takes longer to build (as is the case of most Asian markets), the most effective approach I’ve found is to bring real business to the table without expecting anything in return. If someone seems valuable, introduce them to a client, a partner, or an investor. Don’t ask for a favor or a cut. Just deliver. If they choose to reciprocate, that’s a green flag. If they don’t, that’s fine too because the point isn’t immediate return. It’s accelerating trust. All other forms of relationship-building, e.g., dinners, drinks, small talk, are way less valuable in comparison to this. Nothing builds goodwill like showing you can make people money while operating with integrity.

A client walked into our office this week and said something that stayed with me. "Naveen, I've been trying to get an appointment with my family CA for the last 3 months. I haven't received a single response. I need to make important business decisions. I can't wait for 3 months." There was genuine frustration in his voice. The interesting part? He wasn't complaining about fees. He wasn't complaining about technical competence. He wasn't complaining about quality of work. He was complaining about availability. And that reminded me of a simple truth about professional services: Clients don't just hire expertise. They hire accessibility. Most clients cannot judge whether your tax opinion is technically superior. They cannot evaluate whether your audit approach is better than another firm's. But they can definitely tell whether you are there for them when they need you. Trust is built in small moments: • Picking up a call • Returning a missed call • Responding to a message • Making time when a client is anxious • Being available when an important decision needs to be made Over the years, I have seen many professionals start their careers with exceptional client service. Then growth happens. Bigger clients come in. Responsibilities increase. Schedules become packed. And somewhere along the way, responsiveness starts declining. That is where relationships begin to weaken. A client paying ₹1,000 and a client paying ₹10 lakh may contribute differently to revenue. But both deserve respect. Both deserve communication. And both deserve clarity. If a client is no longer the right fit for your practice, the professional thing to do is refer them to someone who can serve them better. Ignoring them is not. The longer I spend in this profession, the more I believe this: In a world where technical competence is expected, TRUST becomes the differentiator. And trust is built when clients know they can count on you. When that happens: ✔ You stop competing only on fees ✔ Clients involve you in key decisions ✔ You are no longer fighting the 3- quotations and the lowest bid ✔ Referrals happen naturally ✔ Relationships become long-term partnerships ✔ You become an advisor, not just a service provider For me, this is how a professional firm should be built. Not just around expertise. But around trust, accessibility, and genuine care for clients. Because sometimes the most valuable service we provide is simply being there when a client needs us. Madan Hemaraju Ashwini Magod Nitesh MN Namitha M N #CharteredAccountant #ProfessionalServices #ClientExperience #Leadership #Trust #BusinessAdvisory #Entrepreneurship #PracticeManagement #ClientRelationships #MSNA #BuildingMSNA #CA #CFO #Founder #Financemanager #Accounts #Internalaudit

"Why Buy the Cow When You Can Get the Milk for Free?" is a horrible mindset... when it comes to building your business Too many worry that sharing too much insight upfront will eliminate clients’ need to hire them. But, in reality, holding back does more harm than good. Here’s why giving value freely brings clients to you. Building Trust, Not Dependence Clients pay for more than knowledge; they want unique insights and tailored guidance. Sharing valuable information builds trust, not dependence. By freely offering actionable insights, you establish yourself as a knowledgeable and generous expert—qualities clients remember. Action Step: Share part of your process, like a checklist or framework that solves a specific problem. This builds initial trust and allows you to filter in for your ideal client. 1) Information Isn’t Implementation Clients don’t just want information—they want your expertise in applying it to their unique challenges. They seek transformation. Offering valuable information lets clients experience your approach while highlighting their missing personalized support. -> Action Step: Host a webinar on a common issue, then share case studies that showcase your hands-on impact. 2) Free Value Creates Bridges to Paid Services When clients experience your expertise they are more likely to seek your deeper guidance. Giving valuable insights for free builds familiarity with your methods, making the transition to paid services natural. -> Action Step: End each piece of content with a call to action—invite clients to connect or share a success story. 3) “Free” Expands Your Reach and Credibility Freely sharing expertise increases your visibility. As your content circulates, it introduces you to new clients. This isn’t lost revenue—it’s marketing. -> Action Step: Encourage sharing in your posts to boost reach and credibility. 4) The More You Give, the Stronger Your Brand “Why buy the cow” suggests that giving devalues your work. The opposite is true in consulting: the more you share, the more clients see you as a go-to expert. People remember the problem-solvers. -> Action Step: Consistently publish content that answers questions and offers solutions. In Consulting, Giving is Selling By freely offering value, you aren’t “giving away the milk”—you’re showing potential clients why you’re the right partner. Clients aren’t buying your information; they’re investing in your ability to deliver tailored solutions and guide them through challenges. Generosity is your best brand-building tool.

Men don’t talk about this enough... I’ve been made redundant. Twice. I’ve had a startup fail so spectacularly that I still wince when I think about it. I’ve sat alone in a new cities and countries wondering if I made the biggest mistake of my life. And for most of that, I didn’t talk about it. Tried to be my own therapist. Because the unwritten rule for men in sales leadership is: project strength. Always be closing. Never let them see you sweat. That rule is garbage. The best sales conversations I’ve ever had — the ones that led to the biggest deals — happened when I dropped the act. When I told a client “I don’t know, but I’ll find out.” When I admitted a mistake before they discovered it. Vulnerability isn’t weakness. It’s the hidden superpower that nobody in the boardroom wants to admit they need. I hosted a conversation on this in Singapore recently and the room was electric. Raw. Unfiltered. No prep calls. No rehearsed answers. Here’s how to start practicing this: • Start with one trusted person. You don’t have to post your failures on LinkedIn to practice vulnerability. Start with a private conversation with one colleague, mentor, or friend. Share one thing you’re struggling with professionally. Just one. Notice how it shifts the dynamic. • In your next client meeting, replace “great question” with “I don’t know yet, but I’ll get you the answer by Friday.” Watch what happens. Clients don’t need you to be omniscient. They need you to be honest. This one shift has closed more deals for me than any pitch deck. • When you make a mistake, get to the client before the client gets to you. Call them. Don’t email. Say: “Here’s what happened, here’s why, here’s what we’re doing to fix it.” The trust you build from proactive honesty is nearly impossible to earn any other way. • Create a safe space for your team. In your next team meeting, share a professional failure of your own — a real one, not a humble brag. Then ask the team what they’re struggling with. The quality of conversation will change immediately. • Set a personal rule: no performative vulnerability. If you’re sharing something hard just for likes or sympathy, don’t post it. Real vulnerability has a lesson embedded in it. Ask yourself: “Will this help someone else navigate something similar?” If yes, share it. If no, keep it for your journal. When’s the last time you were truly honest about a professional failure? What happened? Add your story in the comments. . . . #Leadership #Vulnerability

'I trust you.' There's no greater compliment my team and I receive. It's not about how smart we are or how great our work is. It's deeper. It speaks to how we build client relationships. And I remember the first time a client said it. A director at a 27,000-person organization had just received news that they were losing $500M in federal funding. The leadership team looked like death warmed up. They were mentally and emotionally drained, both professionally and personally. We were supporting them with messaging and communication protocols. During one call, I watched their most senior leader about to make a mistake I've seen too often. Highlighting professional wins instead of acknowledging how terrifying this moment was for their teams. The leader (a Stabilizer) wanted to create structure through "business as usual" messaging. But the team needed something different, acknowledgment of their fears, not deflection. I observed the dynamics. The Disruptor pushed for a different approach, the Analyzer listened quietly, the Builder immediately acted on suggestions. I took it all in, promised a response, and sent messaging that honored both the fear and the path forward. When I spoke to the Director again about next steps, I shared my recommendation. He shrugged casually and said, "Do what you feel is best. I trust you." We build that trust from the first moment we connect, in our monthly Executive Conversations, at keynotes, on LinkedIn, during sales calls. We earn it by telling the truth, even when clients may not want to hear it. If there isn't mutual trust during high-stakes change and crisis, we aren't the right fit. But for the clients who trust us to guide them through their hardest moments? That's the work that matters most and where we see the best outcomes. Leaders, how do you build trust with your teams in times of rapid change and crisis?

Are you building client relationships that last? For many, the focus is on delivering software or hardware. But the real difference comes when you go beyond just delivering an offer — when you create an experience that makes clients feel supported and valued over the long term. Here’s where strong relationships start: 1️⃣ Be There Beyond the Project Completing a project doesn’t mean stepping away. Checking in, following up, and supporting clients even after the main deliverables are done shows that you’re committed to their success, not just to a contract. That follow-through is what clients remember. 2️⃣ Share Ideas Freely When you see an opportunity that can benefit a client, share it without adding fees or expecting anything in return. The goal is to add value because you’re invested in their growth as much as your own. 3️⃣ Be a Connector Use your network to introduce clients to other companies or experts that can support their goals. Helping clients build valuable connections shows them you’re a trusted advisor, not just a vendor. Strong client relationships aren’t built on transactions. They’re built on value, trust, and a shared commitment to growth. Companies who take the time to build this way not only deepen their partnerships—they make themselves indispensable. How are you doing on relationship building?