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LOSING A CLIENT

5th Sep 2014
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Losing a client...

It's not something we all expect to happen but when it does we either scratch our heads in surprise or come clean in knowing it was bound to happen. There is lots of information out there on 'how to win clients and influence people, but losing them impacts on the business in many ways.

Reasons for leaving are extensive but a few would be: change in company ethos or culture; pricing disputes; timing of finished reports; personality clashes; change of management; non collaboration; not giving what the customer wants; compliance issues; family structures. Do you recognise any of these shortcomings? One question springs to mind is 'what can we do about it before the inevitable happens?' Can we, should we, is it too late?

Usually, it's about mending fences and building bridges and attempting to forge new and improved relationships or repairing them. Sometimes the damage has already been done. We think about where the damage occurred and pontificate in trying to rationalise everything; going over it again and again in our minds. This is not psychology you understand just plain honest group interaction or relationship marketing. We are dealing with people all the time. Who are they; what do they want and importantly, can we deliver?

But what is the business cost of losing a client? Is it just about money; maybe it is influence amongst the community that you are involved in? And what about the knock-on effect? How does it affect our capacity for receiving new business; how does this affect profitability? It is not hard to work out the cost of losing a client as much as the marketing distress it may cause, such as new business referrals; loss of credibility; self esteem. We all like to be accepted and liked. Maslow's hierarchy of needs places: acceptance by others and self esteem at the top of the pyramid. We can only do our best.

Fortunately, we are not robots and as such, we are all different and divided in how we do things. Therefore, we have carte blanche in determining our capacity to serve. Good luck!

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