Every business can benefit from having a select group ofexternal colleagues who act as professional resources and allies.Aside from accountant, lawyer and investors, another resource thatis just as important (but not always tapped) is the credit unionprofessional. This relationship can be a critical long-termengagement for both parties–one that will hopefully last long afterthe first loan is paid off. By offering yourservices as a trusted financial adviser, not simply a lender,you'll begin to build stronger, longer lasting relationships withyour clients, the most important assets to any financialinstitution.

If you build a sense of familiarity with your clients, it willencourage them to think of you as a more general adviser and askfor relevant advice crafted to fit their specific business needs.Take the first step, and offer advice outside what's expected. Forexample, you might offer advice regarding overall business strategyor cash flow forecasting. 

As an experienced financial professional, you are a tremendousasset to your business clients. They have much to learn from yourexperience, knowledge and expertise. At the same time, the clients,like the customers of any business, are the lifeblood of the creditunion. By offering your services as an adviser, not just a sourceof funding, clients are much more likely to stay with the creditunion and continue to do business with you in the future.

The foundation of the relationship with your client is trust. Ifyour client doesn't feel comfortable being totally honest with you,this foundation becomes compromised. Actively ask them about thechallenges their business faces. When things aren't going well,it's easy and instinctive for businesses to hide or downplaytroubles. Let them know that you're not here to judge, onlyhelp.

Find ways to keep in touch that aren›t necessarilybusiness-related.

Every conversation doesn›t need to be about financial matters.Make it a habit to touch base with them on a quarterly or monthlybasis even when there are no financial updates to report. Send aholiday card to the company in the winter season. While youshouldn't feel compelled to be best friends with your clients,performing small and thoughtful actions outside of creditunion-related transactions will show that you value them asprofessional colleague and client, not just as another number.