Mark Evans  Globe and Mail Update

One of the realities in the consulting business is that projects eventually come to an end. The work gets done, the client is hopefully happy, and then everyone goes their separate ways.

But just because the project has been completed doesn’t mean the relationship should come to an end. The client may need to have some more work done down the road, it may know someone who needs your services, or it could provide you with a valuable referral or reference.

It makes sense to maintain a healthy relationship with all of your clients. But how do make it happen without coming across as too pushy or clingy?

One of the keys is to keep a regular connection and provide value even though you have already been paid. It takes time and effort but it’s the right thing to do to demonstrate your interest in their business.

For example, I’ll e-mail blog posts and newspaper articles to former clients that they might find interesting or useful. I’m not trying to sell them anything, I’m simply looking to be someone interested in passing things along.

I’m also happy to help former clients with any questions or problems they might have, provided it doesn’t take a lot of time or effort. By making yourself available, it’s not only the right thing to do, it helps build goodwill.

In my world, clients are like the girls you dated before getting married. They were very nice and attractive but the relationship only lasted for a period of time before you broke up.

In an ideal world, the split was amicable and friendly, which means if you happen to see them again, it is a happy occasion. Who knows, maybe you still send them holiday cards. When you “break up” with a client, the maintenance of a good relationship is something you should focus on.

Sure, there are financial motivations because getting more business is important. As essential is nurturing a healthy and vibrant client community that can become a corporate asset and, in time, produce lots of benefits.