How our core professional values significantly impact client retention and business success, and why they matter.
Dr Cheryl Whiting, Freelance business trainer and writer.
For all businesses, whether product- or service-based, acquiring new clients in a competitive market is tricky; retaining them can be even more challenging. And yet, loyal clients minimise financial strain, increase revenue, 
enhance our reputation, and create a highly influential fan base that attracts new clients. Client loyalty is a key factor in our success, so it is essential for us to explore ways to nurture it.
Distinguishing loyal and ideal clients is a key first step. Not everyone comes to us for the same reason. We may be more affordable than our competitors or more local, making us a convenient option. However, many come because of the values we claim to represent. Those that do are our ‘ideal clients’; they are less likely to be fair-weather, easy-come-easy-go clients. Clients who come to us because of our values are the ones we need more of because they are likely to stick around. However, they will only do so when they experience firsthand how our behaviours genuinely align with the values we advocate.
Respect, reliability, consistency, honesty, and transparency are of great importance to clients. They are regarded as the core principles of professional integrity that underpin trust and confidence. If we can demonstrate these in all aspects of personal interactions and business practices, we are on a path to success. Not everyone exemplifies professionalism, so when clients discover that we consistently embody strong professional values, they feel they have struck gold. As a result, they are more likely to remain loyal and recommend our business to others.
Loyalty, however, must be nurtured. It is necessary for us to continuously safeguard these values and ensure they are reflected in our words and actions at every stage of the client journey. In this way, we can continue to serve our clients’ interests effectively, creating opportunities for new and repeat business. If we want a flourishing business, we must understand the significance of these values in strengthening trust and appreciate why clients expect them to be at the heart of all we do.
Trust is the foundation of all relationships. Without trust, there can be no relationship, making its acquisition even more critical. Unsurprisingly, trust is not granted instantly. No one wishes to be taken advantage of or fall victim to con artists, so it is only natural for potential clients to approach us with caution.
Trust is established on the confident expectation that we are virtuous and will act in our clients’ best interests. Naturally, potential clients will look for signs. They will evaluate our credentials, assess our authenticity, scrutinise our traits and behaviours, and monitor the emotional connection they feel towards us. They will seek evidence that assures them of our integrity and trustworthiness. Only when potential clients are satisfied that their needs can be met and when what they hear, see, and feel aligns with their expectations will they trust us enough to work with us. If we want our new clients to become loyal, we must be regarded as trustworthy. We can only be considered trustworthy when we honour our commitments, convert our words into actions, and uphold the professional values that clients deem essential for establishing and maintaining a relationship where trust prevails.
If we have successfully secured business, it is likely we made a good first impression. However, if we want loyalty, we must continue to live up to that impression. Regardless of the circumstances we encounter, clients expect our continued respect and consideration. Respect centres around kindness and acting in courteous and considerate ways. For clients, this involves understanding them on a personal level and recognising their unique characteristics and needs. Our clients will approach us with the expectation that we value and respect their wishes, privacy, ideas, and opinions. Furthermore, they anticipate cooperative engagement, being included and informed, and possessing the right to choose and maintain control over their decisions. Demonstrating respect in these ways helps clients feel safe and secure while also reducing the levels of stress that frequently accompany uncertain circumstances. It is important to remember that everything we say and do reflects our commitment to valuing our clients. Clients want to see sincerity behind our words and actions, as well as an appreciation of what it is like to stand in their shoes.
Conversations are central to fostering respect. They demonstrate our commitment to investing in relationships. However, it is the quality of the interaction that enhances the exchange and affirms our sincerity. What we say, how we say it, how well we listen, and how we respond appropriately all convey respect. Therefore, not only do we need to be effective communicators, but we also must develop emotional intelligence, enabling us to act with sensitivity and empathy from the outset.
Regardless of how kind, polite, and responsive we are, we must never underestimate the significance of intangible elements in cultivating an atmosphere of respect. The cleanliness of the environment and the extra care we take in looking after our clients’ welfare and personal possessions show how much we genuinely value them as individuals. If we wish to create a sense of security and continue to build trust, we must demonstrate that we are guardians of our clients’ feelings, welfare, and belongings.
It seems an obvious thing to say that respect should be evident at all times across our lines of communication, standards of practice, and business operations. What is less obvious is the extent to which clients value equity and fairness. At every stage of their journey, clients seek reassurance that they are receiving an excellent level of service, as well as confirmation that the service is comparable to that of other clients. No client wants to think they are being discriminated against. Our capacity to meet diverse client needs while upholding standards distinguishes us as trustworthy professionals. Achieving this requires the implementation of reliable and consistent practices that enable us to fulfil the commitments we make.
Every promise must be translated into action. Inconsistency and unreliability at any stage of our clients’ journey jeopardise the chance of further work; we can say goodbye to loyalty. Breaking promises undermines clients’ confidence, leading to frustration and disappointment. For clients, the effects carry personal and financial implications; an inconvenience for them becomes a tarnished reputation for us. Unreliability and inconsistency convey strong negative messages about our disregard for other values. They imply that we do not care and lack self-awareness regarding the impact of our actions on others. They suggest that we are not emotionally invested in our work, evoking feelings of disorganisation and a noticeable lack of obligation.
Clients do not want excuses; they want a job well done. If we prove to be reliable and consistent, we become distinctive and highly sought after. However, returning clients are not necessarily loyal clients. We can all do a great job at least once. Prior experience sets a precedent for the future, which means there is no room for complacency. If we want loyalty, we must demonstrate that we can consistently deliver high levels of performance.
To ensure we remain reliable and consistent, we must effectively manage our obligations and commitments. To avoid overpromising and underdelivering, we must establish order in our planning, operations, communication, and functions. This requires us to have the self-discipline to manage our time, resources, and communications effectively so we can complete essential tasks promptly and efficiently to the expected standards.
Ineffectiveness creates stress, which in turn can lead to reactions and responses that stray from the professional conduct our clients have come to expect. In today’s world, it takes effort to present our best selves consistently. Emotional inconsistency leaves clients questioning our character; that creates distrust and shakes the foundations of the relationship we are working hard to build.
People do business with honest individuals. Honesty inspires confidence in our character and the way we acquire and conduct business. If we fail to tell the truth, we are not being honest; if our clients cannot see the truth, we are not being transparent. In either case, we raise suspicion. Therefore, if we wish to attract clients, we must ensure that honesty and transparency are a noticeable part of everything we do.
Clients expect us to carry our credibility and authenticity by accurately representing ourselves, possessing the appropriate qualifications and levels of expertise to deliver on what we say we can do. This often means being honest with ourselves and acknowledging our limitations because when we overestimate our abilities and expose incompetence, we become untrustworthy by default.
Honesty requires self-control and courage. Professionalism demands that we resist the temptation to share half-truths and lies or engage in dishonest and unethical practices. Clients rely on our unwavering integrity. There is an expectation that, regardless of how vulnerable, insecure, embarrassing, or demanding it may be, we will remain law-abiding, avoid secrecy, and remain candid and truthful. Moreover, should anything go wrong, our clients expect us to apologise sincerely and take steps to rectify the situation.
Honesty reveals a great deal about our intentions, but it also reflects our character, professional authenticity, and maturity. We often need to tell clients things they do not want to hear. There is an awkwardness and vulnerability in telling the truth; we fear it will undermine our clients’ trust and potentially lead to conflict and anguish. This is where our tact, diplomacy, and emotional intelligence are most needed. If we convey the truth with sensitivity, grace, and compassion while maintaining control of our emotions, we preserve the dignity of everyone involved. Moreover, by retaining control of the situation, we empower clients to navigate it, make informed choices, and find the best possible solution to their problem.
By being honest, we demonstrate that we care for and respect our clients enough to tell the truth; we also show that we have sufficient self-respect to be frank and truthful with ourselves by doing what is right, both of which reinforce rather than undermine trust.
No client wants to be ill-informed, misinformed or mis-sold something. This is why transparency is significant. When we make it easy for people to see, understand, and access information, we appear genuine and responsible. Openly sharing information about our business is attractive to prospective clients because it allows them to research and evaluate us. When we are transparent about our services and costs and are open to questions, prospective clients feel less vulnerable and, therefore, more willing to enter a business relationship. To further develop that relationship, we must understand what new clients need to know and stay ahead of the game by providing clear, accurate, and well-presented information promptly at every stage of their journey.
Clients greatly value being kept informed, updated, and included in discussions, as it fosters a sense of partnership. It also allows them to feel in control, providing assurances of our competence and standards of practice, thereby validating their initial decision to trust us. Transparency is a clear indication that we hold ourselves accountable for our actions, and through this, clients feel secure in knowing that we are committed to earning their trust.
High levels of transparency foster more profound levels of trust, and with that, we gain the confidence to be honest with our clients, and they, in turn, gain the confidence to be honest with us. What we see here is that trust, honesty, and transparency are intertwined. Honesty and transparency foster trust, while trust promotes both honesty and transparency. Not only will being honest and transparent attract clients, but as relationships develop and connections deepen, they become a powerful driver for loyalty.
Value-driven professionalism is the cornerstone of client loyalty and trust. Clients are not merely seeking a service; they are searching for individuals in business who are honest, transparent, and respectful – individuals they can trust and depend on. It is by embodying these core professional values that we establish a solid foundation for a lasting and mutually beneficial relationship. When we live by these values, we are perceived as having integrity, which not only makes us admirable but also encourages people to engage in business with us.
Ultimately, values-driven professionalism is not only about attracting clients but also about retaining them. If we want loyalty, we must continually reaffirm our commitment to these values through our actions, words, and 
business practices. Every interaction with a client presents an opportunity to demonstrate our values, thereby strengthening trust and confidence in our character and abilities, which in turn facilitates the potential for earning and nurturing their loyalty. It is only by consistently demonstrating strong professional values that we build a loyal client base that not only provides repeat business but also advocates for us, thereby fostering growth and success.
This article was written by Dr. Cheryl Whiting, a freelance business trainer and writer. Her book, Professionalism Matters: Practical Ways to Enhance Credibility and Reputation, offers valuable insights into the issues that matter most in achieving client satisfaction, maintaining standards, and building a positive reputation as someone with integrity. Published by Tantamount Ltd in 2023, it is available as a Paperback or E-book on Amazon. You can discover more about Cheryl, her book, and her work by visiting www.drcherylwhiting.com