“Help! … I’ve Just Lost My Most Important Client”

October 24, 2012

What a scary development for any business, let one as vulnerable as Martha’s.

If you have never had the experience of losing an important client…that’s great. May your good fortune continue.

If however, like me and many other service professionals like us, you have had a critical client leave for whatever reason, you know that it’s not the end of the world. Life can and will continue.

Instead of wallowing in misery, turn something bad into something good.

The loss of an important client increases the pressure to attract more, hopefully ideal clients.

When faced with the need for more clients, most business owners follow the knee-jerk reaction of hunting for leads. While it’s definitely better than bad-mouthing the lost client, it’s far from the best response.

It’s far better to take a deep breath and think about what it would take to attract more repeat and referral business from your existing client base and network of contacts. This involves addressing questions such as:

  • Who are your ideal clients?
  • Which of your services are the most popular with these clients?
  • What would it take for existing clients to buy more of these services…and potentially ideal clients to hire you for the first time?

In Martha’s case, her current clients work on their own, from home offices. And the most popular services is business planning.

This is an ideal time to start planning the 2013 fiscal year. What about a special discount … like 20%?.. for existing and potential clients who book their 2013 planning within 13 days?

To promote this initiative to past clients, Martha could use an appropriate keeping in touch strategy. And to attract new clients, she could apply the appropriate referral strategy.

In helping turn something bad into something good, this approach will also help Martha regain the focus that is necessary to move beyond the loss of the important client and achieve the success that seems to be eluding her.

* * * *

<< previous case study post

* * * *

What is your marketing emergency?

For a 20% discount on marketing coaching…book within 13 days.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: