A few months back I went to see author Keith Ferrazi, author of Never Eat Alone, speak about forming professional relationships at the 92nd Street Y. He is a dynamic speaker and very insightful - if he comes to your town, or the next one over, I highly recommend going to see him. In his speech to us, he emphasized that “business is human”. This simple statement completely rocked my world - let me explain why.

The Problem
I had always known that it was good business to make your client feel comfortable with you. It allows the client to fell trustworthy that you will do a good job for them, and can make the project go very smooth. The catch-22 is that often while trying to do this, we also tend to put up a shield. This shield is our own way of trying to protect ourselves from personal damage that may come to our own egos if we get too close and commit too much of our own pride and soul to the client. Thus the result ends up being a facade of enthusiasm and charm, that ultimately makes ourselves feel empty and our clients unfulfilled.

The Solution
The solution is so simple, that we doubt its effectiveness until we try it for ourselves. Keith explains that its not only about comfortability, rather some of the best and most fulfilling clients you will have, will come from making yourself vulnerable. This vulnerability comes in many forms but it can start with being honest. If you are late for a meeting because the kids didn’t want to go to school, then let your client know that. We are all human and chances are that your client has had a similar experience. By showing your own shortcomings, it will present you to the client as a regular person, whom only has the client’s best interest at heart.

Keith explained further that we should be concentrating our efforts on making friendships with people we want to work with rather than aquaintanceships. After all, business should be fun, so why not do it with people that you like and like you!

Do be careful though, don’t use your own vulnerabilities as excuses, rather make explicit note of them and make every effort to correct them for the future. For example, maybe you won’t always be on time for morning meetings because the kids really don’t want you to leave in the morning, but that doesn’t mean you should always be late. Instead, move your meetings to the afternoon so you can always make them.

Conclusion
We don’t live in a vacuum. Just as you have your own issues outside of work, so do your clients. Being cognizant of that, and realizing that it is OK to be human will open up a whole new world of possibilities.

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