Those Relationships Are Still Valuable! Don’t Write Off Clients Who Have Left
We’ve all had clients ghost us before. Without warning, they stop responding to calls and emails. Eventually, you learn the truth: They no longer need your services. While it’s certainly not an ideal end to a client relationship, it happens. But, in the wake of their departure, what can you do?
Make a client departure amicable. When your product isn’t in your client’s budget anymore, or they’re no longer in need of your product, admittedly, you can’t do much to prevent that from happening. However, even when clients leave, you can still do everything you can to make the departure amicable. • Don’t burn the bridge. Sometimes, messy departures (such as firing a client) are inevitable. In most cases, however, you should leave the door open and prepare to welcome your departing client back, in case their situation changes. • Respect their decision to leave. Don’t make it hard for the client to leave. If they have a contract with you, follow the terms laid out in the contract. A split where mutual respect is involved will make them more willing to return if they need your product or service again.
Why do clients leave? Before answering that question, we have to first understand the reasons clients change their minds about doing business with you:
• Your product or service isn’t in the budget anymore. They’ve crunched the numbers, and there’s just no room. This reason is pretty common in the first quarter of the year when businesses are evaluating their books. • They no longer find your product or service valuable. Your client has determined they don’t get a good return on investment (ROI) from doing business with you. • They’ve moved on. It’s possible they’ve reached a point in their business where they no longer need your product or service. • Their trust in you has waned. Maybe you made a mistake, like forgetting to add them to a mailing list or not informing them about a promotion. Maybe you never created a solid relationship with the client in the first place. • Your competition stole them away. If one of your competitors was offering a better deal, whether it was a better price, better service, or better marketing, then maybe your client took notice and jumped ship.
So, what can you do about it?
Take control of the situation. When a client leaves, you may feel powerless. Always remember, however, that you have control over several things. It’s up to you to build trust with your clients, fix mistakes when you make them, and offer competitive prices and customer service to prevent them from going to a competitor. You should always track the reasons for client departures to discover harmful trends that could be driving clients away from your business; that way, you can correct them.
Even if a client leaves, it’s still worth fostering a relationship with them. One day, they might need your services again and come back. And, even if they never come back, they could be a great referral source.
A client’s departure is rarely the end of a relationship — in fact, it could just as easily be a new beginning.
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