When the pressure is on, we give attention to what makes the most noise. This is a good habit if you have small children or pets at home. Their cries are usually good indicators that something is amiss.
As adults, we are conditioned to respond to what makes noise. What commands our attention. As business owners, we need to be more pro-active and intentional in our choices.
A Backwards Approach
Early in my career, the company I worked for had two major proposals due on the same day—one for a long-term high-value client (HVC) and another for a first-time client (FTC) with whom we had no prior relationship. Management instructed us to focus on the first-time client and “not worry” about delivering the proposal to the HVC late because “they never complain and always pay.”
This is completely backwards!
Neglecting a high-value client will never serve you in the long run and will often backfire at the worst possible moment—when they decide to cancel their contract just as you fail to land the new client you prioritized over them.
Prioritizing the Right Clients
Fast forward to running my own business where I was faced with too many deadlines and not enough time. To manage the workload, I decided to call a prospect to re-schedule a series of meetings booked to get them signed up and fully onboarded. Unsurprisingly, they complained, insisting that, as new customers, their needs should be prioritized. I politely informed them, “No. My priority is with my existing customers to ensure their needs, deadlines, and expectations are met.”
The result? They signed the contract without hesitation. They recognized that working with me meant receiving the level of service and commitment I had promised. Not only were they satisfied, but I was also confident that I had landed a high-quality client who valued more than just the price of my services.
Relationships Matter
Think of it this way: if your best friend from grade school were going through a health crisis, would you ditch them on Friday night to go dancing with someone you just met at the dog park? Certainly not!
You may have heard the phrase Know-Like-Trust. (If not, here is a great article by David Albrecht, Ph.D. to learn more.) This is the TRUST component. Your existing clients have placed their trust and confidence in you. Imagine how they might react if they knew that you were taking them for granted.
Take Action
The purpose of this message is to encourage you to assess your client list and prioritize those you truly value but may have unintentionally neglected. We invest significant time, money, and energy in acquiring new clients. Maintaining and nurturing those relationships must be priority one.
Smart people know what action to take. Successful people take action.
Let’s start with a conversation. Schedule a free consultation today to explore how you can strengthen and retain your best client relationships. Click here to book now.
About Me
Jennifer has successfully navigated change throughout her entire career—from ledger paper bookkeeping in the 1990s to today’s cloud-based, real-time financial solutions. She helps business owners better manage their finances to ensure a profitable retirement. Her accolades include:
- Intuit Global Firm of the Future Runner-Up
- Top International ProAdvisor (2019) & Multi-Year Top 100 ProAdvisor Awards
- Top 50 Cloud Accountant
- Certified Profit First Professional
- Certified Fix This Next Advisor
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