Cultivating long-term client relationships

Those organizations and project managers that are the most successful create value beyond realizing projects as expect: They build long-term, mutually beneficial professional relationships with their clients, relationships that result in repeat business and future projects. Such organizations and managers know that business relationships are not consumable resources but assets in which to invest. This article discusses this issue in relation to the skills project managers need to develop organizationally beneficial client relationships. In doing so, it outlines the five components of relationship management: positioning, hunting, coaching, leading, and farming. It then describes one practice that American Express Financial Services (AMEX) uses to build its professional relationships. This article also looks at the ways project managers can help their organizations develop long-term client relationships; it subsequently puts forward five questions for considering the impact of the project manager's role in bui
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