Clients as Clients, and Clients as Business Partners

I often hear the terms "client" and "business partner" used interchangeably, and I have also used them synonymously at times. But there are subtle differences between the two. Let's explore. 

The basic dictionary description of a client is someone who engages the professional advice or services of another. A business partner, on the other hand, is someone who works together with another to further a common goal. 

In a traditional client-vendor relationship, the client is the one who pays for the services and the vendor is the one who provides them. The relationship is transactional and there is no expectation of long-term collaboration. 

In a business partnership, conversely, there is a shared commitment to achieving a common goal. The partners work together to pool their resources and expertise, and they share the risks and rewards of the venture. 

Here are some key differences between a client and a business partner: 

Level of commitment: A client is typically less committed to a relationship than a business partner. A client may only need the services of a vendor for a short period of time, or they may only need them for a specific project. A business partner, on the other hand, is committed to a long-term relationship. They are willing to invest time, money, and resources into the partnership, and they are committed to working together to achieve their goals. 

Level of collaboration: A client-vendor relationship is typically more transactional than a business partnership. The client tells the vendor what they need, and the vendor provides the services. In a business partnership, there is more collaboration. The partners work together to define the goals of the partnership, and they share ideas and resources. 

Level of trust: A client-vendor relationship is typically based on trust, but it is not as deep as the trust that exists between business partners. A client may not be willing to share sensitive information with their vendor, and they may not be willing to give them a lot of control over their project. A business partner, on the other hand, is typically willing to share more information and give their partner more control. 

There are many benefits to treating your clients as business partners. When you view your clients as partners, you are more likely to: 

• Understand their needs better. 

• Be more creative in your solutions. 

• Build stronger relationships. 

But treating your clients as business partners means being committed to the relationship, getting to know them on a personal level, collaborating with them, building trust, understanding their business goals and challenges, and working hard to fix their problems -- without having any kind of a transactional perspective. 

When you do this, you will create a win-win situation for everyone involved. 

How do you balance and approach your client relationships?