Build stronger client relationships in 4 steps
At UKSV we have been working closely with our customers for over 38 years, which is why we understand that nurturing and maintaining strong client relationships is the key to success. In the world of corporate events, these solid partnerships form the backbone of memorable occasions, growth and repeat business. But how do you establish them?
To share some insights, we’ve spoken to our CEO, Jeremy Shakerley. Jeremy has spent over 30 years navigating the complexities of event management, working with high-profile clients across industries like automotive (JLR) and telecommunications (Vodafone). We’ve tapped his brain to find out his philosophy on why building lasting client connections is the secret to success.
Building long-lasting client relationships
“For me, it’s about building a relationship as a trusted partnership,” says Jeremy. “How do we become a strategic partner? That's something based on trust, on confidence and giving proper advice to really add value at all levels.”
According to Jeremy, building this partnership enables himself and clients to have open dialogue, so they can really engage and listen to each other. “Chatting to them, having an open conversation and just asking ‘what are you trying to achieve?’ is key,” he adds. “What do they want to do? How is it going to work? What do their stakeholders want to get out of the event? We design events around interaction, even asking the audience, picking their brains and asking what they want to see – and we go back and talk to our clients.”
In the events industry, where every detail matters, clients don’t just want a service - they want a partner who understands their vision. From small businesses to major brands like IBM and Nationwide – the ability to customise offerings, provide ongoing support and build trust through every stage of the relationship is what keeps clients coming back for more.
Establishing new client relationships
Jeremy’s ability to establish new relationships is rooted in the way he approaches each client from day one.
“When it comes to new business and sales, it’s incredibly hard to get in front of people these days. It usually starts with a virtual call, which is fine – but the ambition is to move beyond that,” he says. “Nobody wants a pushy salesperson anymore, myself included. What we do want, though, is to see real value.
“For me, it’s about building rapport. A little bit of that can happen on a virtual call, but I never go into it thinking, “I’m going to win this job.” My goal is much simpler: I want the opportunity to meet you again. Because when we finally meet face-to-face, we stand a much better chance of connecting. As humans, we naturally engage better in person.”
“Ultimately, it’s about having the right mindset. It’s not about selling. It’s about connecting, understanding, and showing genuine value from the very first conversation.”
The 4 key elements of building strong relationships
1. Trust and transparency
Presenting big, bold ideas to a business requires a huge amount of trust. It’s the cornerstone of every long-lasting relationship, and in Jeremy’s experience, transparency plays a crucial role in fostering that trust. “It's about building a rapport with someone and taking time to nurture that relationship,” he emphasised.
At UKSV, transparency is integrated into every project, from initial discussions through to execution. By ensuring there are no hidden surprises and providing regular updates, UKSV builds lasting trust that clients rely on.
2. Personalisation
Personalisation is not just about addressing a client by name, it’s about understanding their unique needs and goals, then tailoring every aspect of the service to fit those needs and meet the client’s expectations.
“Production is where I started, so I’ve been able to bring that skill from the production world, where you’re working for your corporate clients,” Jeremy explained. “This means helping their CEOs and leaders look great on stage – even if this isn’t their strength – and giving them the confidence to be able to deliver a message.”
3. Consistent communication
Clear and regular communication is vital in maintaining smooth client relationships. Jeremy stresses that it’s not enough to just check in when things go wrong – communication should be regular, open and consistent throughout the entire process.
"It goes back to building that rapport,” Jeremy says. “You do that by meeting the client face to face or on a call to really understand what they’re trying to achieve from the word go.”
Effective communication ensures expectations are always aligned and any concerns are addressed before they turn into problems. It’s about showing the client you’re invested in their success, every step of the way.
4. Maintaining a strong relationship into the future
Another key element of building strong relationships is “continual learning and improvement” – in other words, putting in the extra work to engage with the client and the audience. This helps solidify relationships and keeps events, or projects, fresh year-after-year.
Jeremy says: “For us, it’s all about the journey. After a project finishes, it’s like a debrief: how did it feel? What worked? It’s about asking the right questions and learning from the experience. That’s our job and our skill, finding the most appropriate solution.
“Part of this process is engaging with the audience. Sometimes you can take that feedback back to the client and say, ‘look at what the audience thought about this section’. It’s about continuous learning – and you can only do this by going the extra mile.
“It’s also about planning ahead. Even a quick 10-minute catch-up can uncover so much. I’ve often sat with clients, spoken to seven or eight people, and gathered their thoughts. From those conversations, certain interesting insights always stand out – and that can help make their events even better in the future.”
“Feedback and research are key. It’s about understanding where you might not be getting it right and learning from that. Sometimes, you don’t realise it until later, and you think, ‘I’m glad we took that approach.’”
The only way to truly stand out
Strong, lasting relationships are built on trust, communication and a genuine commitment to a client’s success. Going above and beyond isn’t just good practice – it’s the only way to truly stand out.
If you’re ready to experience the UKSV difference and build a partnership that lasts, reach out today. Let us help you create events that not only meet your expectations, but exceed them.