It’s very hard to lose a client. We’ve all lost them for one reason or another. Sometimes we’re happy to lose a client. Think of the ones that always ask for multiple samples and change their mind a hundred times before placing a small order. That one isn’t so hard to say goodbye to.
Sometimes losing a client is due to an error that was made and sometimes it’s because of a change in the company’s structure. But no matter the cause, most of the time it still hurts.
Management Changes Can Lead to a Loss
We lost a client recently and I was sorry to see them go. I know they had a change in management of the programs. We tried to meet with them right away, but that proved difficult. And when we did, she immediately tried to indicate we weren’t servicing them well.
I was shocked. They happen to have more than 20 locations around the state and we always got rave reviews from them. I asked for examples of where we had fallen short and she really didn’t have any. She just kept expressing that they were looking in new directions.
It’s hard to correct something when you don’t know what it was. I did hear through the grapevine that she was upset when some awards arrived scratched and she had been telling management. We had them replaced immediately and of course the manufacturer apologized profusely about what happened and even sent a “sorry” gift.
I apologized. I went to see them and discussed the issue. It truly was out of our control. Obviously that wasn’t enough.
It’s Not About You
Sometimes no matter what you do it won’t be enough. Because sometimes it just has nothing to do with you. I believe this new client contact is bringing in someone they’ve worked with before. I get it, we all like relationships. I usually like it when a client moves to another business because they usually take us with them (and we keep the original company). But I have to admit I don’t like being on the other side.
So, what can we all learn from this? Sometimes there is nothing you can do to save a client.
However, it also made me look at how often I meet with clients. Myself. Not my sales reps. And I realized I’m not being as proactive as I once was meeting with clients.
Would another visit or two have saved this account? I doubt it. But I will never know.
Don’t Let Clients Fall Through the “Busy” Door
We all get really busy. We have rush projects to get out the door, we have large clients that are demanding attention and we have new clients we are trying to woo. So, there always seem to be a few clients that fall through the cracks.
And I hate to say it, it is a recurring problem. A few years ago I ran into a client at a networking event. She indicated that she keeps up with us through our newsletter! Ouch!! I knew then I had to make a change.
Pay Consistent Attention to Clients
I’ve been in business a very long time and it seems that I am guilty of paying attention to those squeaky wheel clients. Now, while I am disappointed about losing this client. They weren’t the most profitable as there orders were typically small, with a few big ones thrown in once in a while. But I still take it personally. I hate to lose.
So a reminder lesson I’ve learned is to keep better track of when I am visiting with clients. I need to make sure I am meeting those that spend over a certain amount with us on more than an annual basis. I have sales reps and have told them that they are here to handle their accounts. But I do believe that seeing the “boss” once in a while has an impact.
Understanding the Temperature of Client is Important
Another lesson I’ve learned from this experience is that I need to go over the accounts with the sales reps a little more often. When I mentioned what was happening with the client, the sales rep wasn’t as surprised as I was. She indicated that she had felt some tension. Why hadn’t she brought it up? She too was busy servicing other accounts and kept forgetting to mention it to me. Would it have helped? I, again doubt it.
So in addition to more regularly scheduled check in meetings with clients, I am going to be scheduling quarterly reviews with the sales reps for all their clients as well. How are we doing? What do we need to be doing differently?
Our clients are our business. They keep the lights on so to speak. And yes, we are all really busy, but to bring in a “replacement” client is always a lot of work.
Keep a Robust Pipeline
I’m happy to say our pipeline is robust and we secured a new contract with a client that has the potential to be five times larger than the one we lost.
It’s a lesson I’ve tried to heed for years. Always keep a good pipeline of prospects so that you are consistently bringing in new. It keeps your business growing and at the same time, makes a loss now and then easier to handle.
So, I’m going to take these lessons to heart so that it will be very difficult for someone to find a reason to leave us in the future.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book “Transform” with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.