Client relations is an extremely important aspect of veterinary hospital management. As a topic by itself, client relations is classified as a subcategory of professional internal marketing. In today's practice it should be used with the same skill and progressive techniques as medical, diagnostic, or surgical procedures. This paper will outline the goal of client relations, show the importance of the clients' perception, incorporate ways to demonstrate quality care and enhance a positive image, and ultimately show how client relations has a crucial role in the success of today's veterinary practice.