Breaking up is hard to do. (When clients leave.)

This post is dedicated to those of us who deal with a small number of clients.  We invest time, thought, energy, and creativity into our client relationships.  It's business, but it's personal, too.  But even the best of these relationships may end.

Clients leave. It’s a fact of life, right? But it’s not fun, especially when a client starts working with a competitor. AAARGH!

How should you handle it when a client leaves? The “less said the better” approach is a good idea, but what if you're asked directly?

I say, take the high road. When asked where Acme Corp. is, explain that they now work with Mammoth, Pervasive and Bland. “Why?” will be the next logical question. Respond as honestly, objectively, and non-judgmentally as you can. “Oh, they thought they'd get a better deal.” or "They just thought they needed a change." And of course, you’ll be friendly with your former client.

Advantages to taking the high road?

1. You send a clear message to your other clients, prospects, and community that you’re classy. They’ll all think well of you.
2. It’s a small world after all. The way you behave toward a former client can either build a good reputation or a bad one. Which do you want?
3. “What goes around comes around.” “You reap what you sow.” Pick your proverb. They’re true. Whether you behave well or badly, it will come back to haunt you. So why not behave well?

Knowledge is power. So use the knowledge that some clients will leave to power a marketing program that brings in new ones. After all, the best defense is a good offense.

http://youtu.be/5JJVAw1qchA  (Neil Sedaka on Shindig in 1965)

"You don't own me" On keeping customers by treating them right

http://youtu.be/-gx-mknOV54   (Leslie Gore original)

You work hard to attract customers, right? Mailings, a great sales force, ads, publicity. But what are you doing to keep them?  You don't own them, so they could move to your competitors if the grass looks greener over there.

Business wisdom says current customers are your best source for ongoing business. After all, they already know and trust you. Whether they bring you referrals, product sales, or monthly retainers, customers are the life blood of your operation. Communication -- sharing information and knowledge -- is a good way to keep customer relationships healthy and keep customers happily corralled. 

Here are some communications programs that work well with customers.

1)  BLOGS or NEWSLETTERS - You have expertise and information customers need. Streamline the communication process by sharing that expertise in a newsletter or blog.  This lets you package and brand key information so your firm is seen as an expert. Make sure your staff members know about these tools so they can use them with customers and prospects.

2)  WEBINARS - Better educated customers are BETTER customers. Get credit for providing the knowledge by sponsoring webinars, seminars, workshops, and clinics.

3)  SOCIAL MEDIA - Is your audience using LinkedIn, Facebook, or Twitter to get information about your service?  If they're there, you need to be there, too.  Once you've established your presence, you can use it to treat your "fans" to exclusive deals, early access to information, special tips and tricks, whatever's of value to them.

4)  WEBSITE – The Internet is a popular information source. Use it! At minimum set up a basic site prospective customers can visit. Even better, set up a customers-only section that's password protected. Fill the section with information customers want - articles, tip sheets, a forum for posting questions and getting expert answers, downloadable forms, handbooks, etc.  Not sure what to include? Poll some of your best customers.