Understanding a client’s situation and specific needs is essential in establishing a relationship of trust. A client must sense that you are putting yourself in his shoes and, from there, considering how you can help. This can only be achieved if you define your client in terms of what makes him unique.

Unfortunately, we naturally tend to seek resemblances, to look for what makes present situations similar to those we have encountered in the past. In an attempt to reapply “tried and tested” methods, we fail to offer tailored and effective advice.

Everyone – including your client – desires to be treated as a unique individual. Only then is trust awarded. Hence, in order to build meaningful relationships, resist the temptation of generalizing past experiences. Instead, use your experience from similar situations to look for what’s different – not similar – in this new situation. Search for what sets your client apart (interests, preferences, concerns and constraints) and adapt your responses accordingly!

 We are the sports practice of global advisory firm Burson Cohn & Wolfe. We provide strategy and communication advice for sports clients around the world. For more information: www.bcw-sport.com