The Relationship Advantage: Creating Enduring Success in Client-Centered Consulting

I’ve always loved building relationships. It’s something that came naturally and felt second nature, so much so that I didn’t fully appreciate its value until I started a boutique consulting firm in 2011. Over time, I realized that relationships weren’t just an incidental part of our work—they were at the very core of our growth and success.

In the early years, we experienced first-hand the impact of cultivating deep, consistent partnerships. It became clear that if we wanted to build something enduring, relationships would need to be at the heart of our model. We also recognized that to scale this approach beyond a founder-led sales model, we needed to codify what came naturally to us as co-founders and share these practices with our growing team.

By focusing on stable, long-term relationships, we’ve shifted from “finishing projects” to “enabling lasting impact.” Instead of zeroing in on deliverables, we emphasize the journey of partnership. 

Our conversations with clients have evolved from “Let us know when you’re ready for the next round” to “Where do you see yourselves in five years? Because we want to be right there with you.” This approach has enabled us to develop services that not only adapt to our clients’ evolving needs but also create a stronger foundation for sustainable growth.

Highlights from the Overlap Playbook:

1. Teach and Empower Your Team to Become Trusted Advisors

Building strong client relationships shouldn’t be confined to the leadership team. Encourage and empower every member of your team—from junior staff to the CEO—to form peer-to-peer relationships with clients.

• • Encourage Trusted Advisory Roles: Match team members with client peers to foster trust. I always say that when a client calls and speaks in a whispered voice, you know you’ve reached trusted advisor status.
  • Show Genuine Interest: Invest in understanding your clients’ teams and goals. Develop collaborative account plans with “insider insights” so that your pitches and services directly address real, persistent needs.
  • Lifelong Client Partnerships: Your clients will advance in their careers, taking on new roles and joining new organizations. When they truly value your partnership, they’ll be eager to bring you along on their journey. The best clients become genuine champions of your work, planting referral seeds and creating new opportunities that help grow your business organically.

2. Be Client-Centered

Always prioritize what’s right for the client. If you’re truly solving for their needs, not simply implementing what’s easiest for you, clients will see the difference.

• • Make Every Interaction Client-Centered: Consider the impact of your processes. A few years ago, we worked with a bookkeeping agency that required us to individually email every receipt, a process that wasn’t keeping up with current technology and created inefficiencies. Not at all client-centered. Solve for your client needs first – figure out internal processes to make life easier for your clients. 
  • Convene Connections: Position your firm as a connector by introducing clients to others in your network who can support their goals, whether peers, trusted vendors, or potential collaborators. Acting as the hub for valuable connections adds immediate value and deepens trust in your firm as a true partner. When clients see you actively investing in their success, your role as an indispensable ally is solidified.
  • Offer High-Value Extras: Consider high-profile value-adds, like presentations at their Town Halls or Lunch & Learns where you share insights or informal project updates.

3. Communicate Effectively – Tailor Your Style to Client Personality Types

Every client is unique, and effective communication should match their style and preferences. Here’s how we tailor communication to resonate with different personality types within client teams:

• • Drivers – Outcome-Oriented and Competitive: Share the key points up front. Keep messages short and focused, using bullet points rather than lengthy paragraphs. Drivers want outcomes, not detailed breakdowns of every step.
  • Analytical Types – Detail-Oriented and Precise: These folks need accuracy and prefer thorough, timely updates. Mistakes and typos can erode trust with this type, so triple-check your deliverables and consider over-communicating initially to head off potential questions.
  • Friendlies – People-Oriented and Collaborative: Friendlies appreciate public recognition and want to look good to their leaders and peers. Highlight their contributions whenever possible, and build in extra face time. They thrive with informal interactions and enjoy opportunities to engage more deeply with your team.

The Bottom Line

The strength of your business is built on the strength of your relationships.

One of my favorite Overlap stories from our early days illustrates this perfectly. Back then, we were still establishing ourselves and had built a solid partnership with the CEO of the Canadian arm of one of the world’s largest humanitarian organizations—a relationship that has now lasted over a decade. 

At one point, we received an unexpected inquiry from another global organization based in New York, led by a CEO who was very skeptical about Overlap. We signed on for the initial project and went on to work with this New York-based agency for several years. Only later we learned what sealed the deal: the Canadian CEO had recommended us to his counterpart with a referral that couldn’t have been stronger. He said, “If you’re not happy with Overlap, I’ll pay the bill.” Talk about a powerful endorsement—one that we didn’t even know about at the time!

This is the power of relationships and trust in a professional services model. When you prioritize relationships, tailor your services to meet client needs, and empower your team to foster genuine connections, you build a foundation that supports long-term growth and resilience. It’s not just about completing projects; it’s about making a lasting impact and standing shoulder-to-shoulder with your clients at every step.

Finally – take a moment to reflect on the relationships that have shaped your journey—those built on trust, collaboration, and shared success. How can you invest even more intentionally in those connections to create lasting impact? Start small: empower your team, tailor your communication, and focus on what truly matters to your clients. The strength of your relationships will always be the foundation of your long-term success.