Tariro Manamike
Hello, dear. Sweetheart. Love. These words, often tossed around in the workplace, have become so commonplace that they sometimes lose their significance. But here is the thing—when it comes to professional settings, especially with clients, are these terms really appropriate? Or are we treading dangerously close to the line of over-familiarity?
I have often found myself asking this very question. At what point does calling a client “dear” cross the line from being polite to being too personal?
We are all familiar with those workplace moments when a colleague or superior adds a “dear” or “sweetheart” into a message or conversation. It’s meant to express warmth, to soften the tone, or to build rapport.
But when it comes to professional relationships, especially with clients, where exactly do we draw the line? What message are we sending? Are we being too warm, too distant, or just the right amount of friendly?
The thin line between warmth and over-familiarity
Let us start with the basics. In customer-facing roles, there is an unspoken rule about creating a balance between professionalism and warmth.
You do not want to come across as cold and detached, but you also do not want to be so overly familiar that it makes your clients uncomfortable. The tricky part is figuring out where that balance lies.
I am sure you have been in an email thread or a conversation with a colleague where they end their message with “Love, [Name],” or maybe they address the client as “sweetheart” in an effort to sound endearing. It is easy to see why this can happen. After all, expressing kindness is important, and it can help you establish a connection. But can it go too far?
Take this example: You are working on a big project with a client. You have built a relationship over time, so you feel comfortable with them. You have shared a few laughs and the communication feels easy. It is the perfect opportunity to use a term of endearment—right? Maybe not. A client might interpret “dear” as being overly familiar or unprofessional, especially if they have never used such language with you. Suddenly, what was meant to be friendly can feel out of place.
The risks of over-familiarity
We have all been there: that moment when you are trying to connect with a client, and you feel like adding a little extra personal touch to the conversation. Perhaps it is a client you have been working with for months or even years, and you feel like you have developed a genuine relationship.
You have exchanged pleasantries, shared a joke here and there, and it feels natural to call them “dear” or even “love” in an email or phone call.
But let us pause and think about this. How might the client feel? Are they comfortable with such terms of endearment?
Not everyone shares the same level of comfort when it comes to affectionate language. While you might view it as a harmless gesture, it can potentially create an uncomfortable dynamic, especially if the client perceives it as too intimate. This could inadvertently damage the professional rapport you have worked hard to establish.
Consider this scenario: You are in a meeting with a client, and after a positive discussion, you thank them for their time. You end the conversation with “Take care, love!” while smiling warmly. The client, however, looks taken aback. They may not have been expecting such a level of informality and while they might not say anything, they could interpret it as unprofessional. In the future, they may think twice before agreeing to work with you or may question your judgment when it comes to maintaining boundaries.
Finding the sweet spot
So, where does that leave us? How do we strike the right balance between being warm and approachable while maintaining professionalism? It all comes down to understanding context and reading the room.
When communicating with a client, the level of familiarity you use should be dictated by the nature of your relationship and the overall tone of the conversation. If you have been working with a client for a long time and have developed a strong rapport, it might be acceptable to use a friendly term like “dear” or “kind regards.” But if you are just starting out with a new client, or if the conversation is more formal, it is best to err on the side of caution and keep your language neutral.
Let us go back to the example of a long-term client.
Perhaps they have shared personal details with you, or you have had informal chats outside of work. In this case, you might feel more comfortable using warmer language in your emails or phone calls.
But always be mindful of their response. If they have never used endearing language with you, or if they seem uncomfortable when you do, then it might be time to pull back a little.
Think of it like a dance. You do not want to be too stiff and formal, but you also do not want to overdo it and start pushing boundaries.
For example, you can express appreciation and gratitude in a professional way by saying “Thank you so much for your time and efforts” rather than “Love.”
Small changes like this can help ensure you maintain a professional tone while still conveying warmth and respect.
Client expectations: What are they really looking for?
At the end of the day, clients want to feel valued. They want to know that their business matters to you, and they want to feel heard and understood.
But they also expect a level of professionalism that matches the context of your relationship.
Think about it this way: If you walked into a meeting with a potential client and the first thing they did was call you “sweetheart,” you might feel a little uneasy. It is a matter of establishing the right environment for the conversation, where both parties feel comfortable. Most clients appreciate a professional yet friendly tone—a tone that conveys competence while also showing that you care about their needs.
Take a relatable example from real life: When you are talking to a friend, you might throw in affectionate words like “dear” or “love” casually, without giving it a second thought. But in a professional setting, you would not do that unless you were certain that it was appropriate and welcomed. The same principle applies to clients.
Conclusion: Striking the balance
In the world of client relationships, words matter—sometimes more than we realise. While terms of endearment can help create a friendly, approachable atmosphere, they can also create confusion or discomfort if used incorrectly. The key is to maintain a sense of balance. Do not be too cold and detached, but do not be too warm and familiar either. Understand the nature of your relationship, gauge the tone of your communication and always err on the side of professionalism.
By doing so, you can foster genuine connections without crossing any lines. And remember, clients appreciate respect, understanding and professionalism above all. So next time you are about to drop a “dear” or “love,” take a moment to ask yourself: Is this what the situation really calls for?
A little warmth is great, but it is best served with a side of professionalism.
Tariro Manamike is a dynamic media and public relations expert with over a decade of experience in broadcast journalism and strategic communication. Driven by a passion for human-centered design and impactful business communication, she understands the power of storytelling in enhancing the bottom line. Connect with Tariro directly at [email protected].
