• BSBREL402A - Build client relationships and business networks

Build client relationships and business networks

This unit describes the performance outcomes, skills and knowledge required to establish, maintain and improve client relationships, and to actively participate in networks to support attainment of key business outcomes.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.


This unit applies to individuals in a variety of roles who are required to establish, maintain and improve client relationships to facilitate organisational objectives.

This unit primarily applies to marketing and sales professionals who depend on excellent interpersonal relationships and communication skills to achieve outcomes, but may also apply to other individuals working in any industry.

Elements and Performance Criteria



1. Initiate interpersonal communication with clients

1.1. Identify and use preferred client communication styles and methods

1.2. Establish rapport with clients using verbal and non-verbal communication processes

1.3. Investigate and act upon opportunities to offer positive feedback to clients

1.4. Use open questions to promote two-way communication

1.5. Identify and act upon potential barriers to effective communication with clients

1.6. Initiate communication processes which relate to client needs, preferences and expectations

2. Establish client relationship management strategies

2.1. Develop client loyalty objectives focussing on the development of long term business partnerships

2.2. Assess client profile information to determine approach

2.3. Develop client loyalty strategies to attract and retain clients in accordance with the business strategy

2.4. Identify and apply client care and client service standards

3. Maintain and improve ongoing relationships with clients

3.1. Develop strategies to obtain ongoing feedback from clients to monitor satisfaction levels

3.2. Develop strategies to elicit feedback which provide information in a form that can be used to improve relationships with clients

3.3. Obtain feedback to develop and implement strategies which maintain and improve relationships with clients

4. Build and maintain networks

4.1. Allocate time to establish and maintain business contacts

4.2. Participate in business associations and/or professional development activities to establish and maintain a network of support for the business and to enhance personal knowledge of the market

4.3. Establish communication channels to exchange information and ideas

4.4. Provide, seek and verify information to the network

Required Skills

Required skills

communication skills to determine client needs and preferences through active listening and presenting ideas clearly and precisely

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

interpersonal skills to establish rapport, and to build and maintain relationships with clients.

Required knowledge

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects business operations, such as:

anti-discrimination legislation

consumer laws including appropriate state/territory legislation

ethical principles

marketing code of practice

privacy laws

Trade Practices Act

marketing communications concepts and processes

principles and techniques for effective communication and networking

sources of business related networks.

Evidence Required

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

establishing and maintaining relationships with a range of clients related to the candidate's business

participating in and providing, an active contribution to a business related network.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written reports or journals on client relationship activities

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of the candidate communicating with clients

observation of presentations made to business networks

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other relationship management units

marketing units.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Preferred client communication styles and methods may include:





Verbal communication may include:


clarity of speech



listening skills

open questions

questioning skills

voice modulation

voice projection

Non-verbal communication may include:

active listening

body language

body orientation




facial expression








Barriers to effective communication may include:

acting on false assumptions and stereotypes

cultural differences not being addressed

educational differences not being addressed

failure to prominently display contact details in all communications provided to the client

inappropriate word choice

ineffective non-verbal communication

lack of 'contact us' forms or pages on websites

lack of distribution of reply paid cards or envelopes in mail outs

lack of voice modulation and articulation

limited opening hours of call centres or office

not listening actively

organisational factors

physical, personal, gender and age differences not being addressed

Client loyalty strategies include:

access to dedicated staff

added value offers

anniversary offers

client clubs

client reward schemes

credit or discount facilities

dedicated or private facilities


formal letter of thanks

frequent purchaser programs

handwritten note thanking the client

offering promotional items

phone call thanking client for the business

regular recontact with best clients

thank you gifts and promotions

Client care and client service standards may include:

accuracy of billing

accuracy of product/service descriptions, specifications in marketing communications

complaint resolution times

incidences of stock outs and back orders

on-hold times

order delivery standards such as:

whether right product or service was delivered

delivered to right person or address

delivered on time

politeness, helpfulness and grooming of delivery staff

delivery vehicles parked properly

cleanliness of delivery vehicles

shipment tracking services

telephone answering times and responses

Strategies to obtain ongoing feedback may include:

including 'comments and queries' or 'bouquets and brickbats' on all order forms

complaints handling procedures



soliciting complaints

surveys of current clients

surveys of lapsed clients to determine reason/s for ceasing to buy

telephone interviews

training staff to ask open questions about product or service levels

Business associations may include:

chambers of commerce

industry associations


professional bodies


Professional development activities may include:




industry information seminars

industry training

pre-launch activities

technical information briefings

trade shows

Networks may include:








Information and ideas may include:

changes in the environment

changing customer requirements

information on competitors' activities

personal, professional or business support


Unit sector

Competency Field

Stakeholder Relations - Relationship Management

Employability Skills

This unit contains employability skills.

Licensing Information

Not applicable.