In previous columns, we've looked at how client relationships are a result of how your agency communicates and daily management processes. Now we want to take those interactions to the next level—to create good agency management by energizing and improving client relationships.

Success can be boiled down to four simple rules:

1. Don't fall into the complaint trap. Clients may say, “I never hear from my broker unless he wants something from me.” Be proactive and find a reason to make a call, write a memo or send an email, even if it's really nothing more than keeping in touch. Try to schedule midterm visits for commercial accounts. Practice sound management and check up on what's happening in clients' businesses—and it's an opportune time to them know what's going on in the marketplace or to set the stage for renewal meetings 3 or 4 months later.