Sometimes it takes a lot to lose a good client, and some are better at it than others. I’ve worked with some of the best, and this is a short list I’ve compiled of the best and fastest ways to lose a good client.
Step 1: Don’t tell them what’s going on, let them ask you
Clients love having to call you up after not hearing from you for weeks just so they can find out how far behind their project is. NOT!!! I have found over the years that good clients don’t really get all that upset when something’s not going right, as long as you tell them about it immediately. What they hate is when you don’t contact them, and then when they call you, you drop a bombshell on them.
Kill ‘em with contact. They’ll love you for it. And, you’ll end up with more business than you can handle because clients love to work with people who keep them informed.
Step 2: Always Over-promise and Under-deliver
This is definitely a great way to lose good clients. And, unfortunately a very common mistake that many companies make; especially new companies. It seems that when you’re just starting out, you want to make a good impression, and never want to say no to the client. Well, by doing this you’re going to end up making a bad impression. Sometimes, it’s OK to say no to the client. But, it has to be a qualified NO. “Well, I don’t think we can get it done by yesterday, but I’m pretty sure we can get it done by next week.” Or, “No, I can’t do it for free, but I can give you an excellent price for my high quality work.” These are perfectly legitimate answers to the things your clients will ask, and they know that they are reasonable responses. They’re not going to walk out on a good relationship because you were being reasonable.
Step 1: Flood ‘em with overkill
Now this is usually done before the client is actually yours. Usually right about the proposal stage. Most times the client is just looking for simple answers to the questions: What are you going to do for me?; How long’s it going to take?; and How much is it going to cost? But, if you’re the best of the best at losing clients, you’ll flood them with a 40 page proposal filled with marketing fluff, and telling them all about how great you are, and how much you understand their business.
<< Big Clue Here >> They’re not that interested. I’ve delivered hundreds of proposals over the years, and the first thing most people do is flip to the back page to see the price. Then they back up a few pages to see what they are going to get for that price. My suggestion; cut to the chase. Tell ‘em just what they want to know. Quickly. Then follow up with the other fluff if you still think it’s necessary. Trust me on this one though, if you’re in the door delivering your proposal, a lot of times they’ve already learned enough about your business for you to close the deal. Now it’s just down to numbers.
Conclusion
Unfortunately I’m not the only one who has made all of the mistakes above. In fact, I know a lot of companies that make every one of these general practice. Hopefully though, you’ll learn from this, and avoid losing your good clients the easy way.