Many of you have heard that it’s 5Xs harder to attract a new client than to keep them, therefore your online reputation and/or offline reputation and how you manage it is so important when it comes to client retention and why losing one can hurt. Here are several things you can do to hopefully bring back the account and maybe even double it in short time.
Give Your Client Adequate Time To Cool Off
No efforts on your part will move the needle until their level of anger or disappointment fades. Within a few months, your client will be in a much better headspace to consider you again. Nonetheless don’t wait too long, as likely, one of your competitors might fill the void.
Build A Team To Restore The Account
First off, make sure you have the most suitable account executive for this client. Don’t be afraid to move it to someone who is a stronger leader or has a fresh perspective to offer. Have him and/or her recruit a team of collaborators across major departments that facilitated the account.
Brief everyone on the situation, including your best surmise of why the account went was lost in the first place. Make sure they understand why this client is detrimental to the company’s success and reputation.
Conduct Dealstorm Meetings
Assemble the team and have the account executive facilitate a one-hour meeting. Spend the initial 15 minutes discussing the root cause of the breakup. In many cases, it’s not what you think.
As John Dewey wrote,
A problem well-defined is half solved.
Spend the remaining meeting time creating the “first step back in,” including who will first be approached and what the retention offer will be. Enforce the dealstorming ground rule that “ideas can come from anywhere.”
Leverage Your Inside Champion
Most large account, you’ll have supporters who love your service or working with your people. In many cases, it was his and/or her boss that got upset and pulled the plug on your relationship. Even during the cooling retention period, stay in contact with your supporters and continue to add value by briefing them on industry goings on.
When your team comes up with an idea to restore the account, confidentially share it with your supporters for feedback. You’ll generally find he and/or she has a lot to offer and misses working with you.
Rinse and repeat
Saving your biggest account doesn’t happen in one step, based on a big idea. It comes back because you’ve done several things correctly over a short period of time — restoring their trust.
Your team will need to reconvene numerous times, analyzing what the next problem-to-solve will be and candidly debating which approach to take next. Patience and process is the fundamental to wowing back your client. Make sure you continue to mentor your inside supporters by giving constant updates on new products, services, and capabilities you are developing.
We pride ourselves on helping retain clients through our expert services and if you require assistance protecting or repairing your brand’s offline reputation or online reputation than we would gladly enjoy connecting with your organization.
Do you use Offline Reputation Management or Online Reputation Management (ORM) to help protect your reputation? Have you got any Online Reputation Management (ORM) tips and tricks to share with other business owners out there? If at any time you get stuck or need further assistance than feel free to contact us with any questions or concerns.