7 actions you can take to prevent a client from leaving
As an Account Manager, there are several things you can do which will signal to your client that you are a valuable person to work with. In fact, these things are valid for every person who provides services and works with clients of any kind.
1. Ask questions
Understanding your clients’ concerns before they become an issue is a crucial aspect of your job. The best way to prevent this snowball effect is to ask (the right) questions. By doing so, you might ‘stumble’ on valuable information.
Let’s say your client is a marketing manager or a CMO of a company. You can ask: “What do you think is currently the business’ main challenge?”. The answer will indicate to you what the main problem in the clients’ eyes is thus revealing an important pain point.
2. Mind the gap
Whether you admit it or not, there is always a conceptual gap between you and your client. After all, you both work in slightly different worlds. Such gaps can potentially be a very common gap, which is easy to overcome, like differences in professional jargon or terminology.
True story – we were working with a client for whom the word ‘campaign’ meant a long-term project that involves a large team. For us, ‘campaign’ means configuring and activating some settings on one of the advertising platforms.
These gaps in perception can have a negative influence on your relationship with your client. It is your responsibility to make sure you both ‘speak the same language’.
3. Schedule a recurring meeting
Designating a time frame in which you talk to your client, allows you to maintain immediate non-mediated time with them. Or even better, schedule recurring meetings face-to-face or video meetings with them. This time frame will enable you to “feel” the surface and identify problems in advance.
4. Build a genuine connection
Setting time in your schedule will also help you to build a personal, genuine connection with your client. That way, you will be able to catch up not only on the week-to-week work routine but will also help you get familiarized with the actual person behind the ‘client’.
Try starting the conversation with a personal question like: “Is that a new watch?” or “How was your daughter’s wedding?”. You can even write down notes to talk about in your next meeting. Whatever method you choose, remember that personal connections are much stronger than business connections, thus investing time in them is important.
5. Report!
The client is the boss, and as such, he or she needs to know what’s going on. Make them aware of the good things and bad things, while making sure you explain how you’re going to improve bad results if such exist.
- Your reports should contain a clear value – A good report should include a brief summary of the activity so far, an approximate forecast regarding the changes in results, and a reference to the KPIs you have set. Presenting data and insight in your report is equally important.
- Your reports should be automated – I find automated reports extremely valuable to my work, not because they are accurate but because they also save a lot of time on repetitive tasks and calculations. Yet probably the highest benefit of automated reporting is making the client feel that you are on top of any issue.
6. Make the client a part of the process
You need to let them be a part of the decision-making process (though the hard work remains on you obviously – that’s what you’re here for).
Making your clients feel that they are part of the process, and even teaching them a thing or two about the job being made, has proven to be very successful. Why? Because they understand better what you do, and the problems you face hence the value of the results you provide.
7. Honesty is the best policy
We already saw that sometimes mistakes happen. Eventually, when working with different software, things are not always in our control and might cause unexpected blunders. In such cases, honesty is an especially valued feature for most. Talking to your client at eye level and explaining the situation, can help you to position the client on your team.
Always make sure that your honesty is accompanied by a relaxing, in-control approach that will make your client certain that even if problems surface, you have the solutions.
The bottom line
Client management is a complex, delicate process in which you have to build trust and establish yourself as a professional in the eyes of your clients. By building strong connections, listening to the clients’ needs, and being honest when things go wrong, you will manage to prevent unwanted outcomes in the future while keeping them pleased with your service.
Having said that, there are different uncontrollable situations like inner management changes within the client’s company or within your agency that might cause your clients to leave (or consider it). Be aware of the signs that can indicate that your client is unhappy about something and act to change it.
Stay proactive and hands-on! Remember that your clients deserve your best effort – accompanied by a smart, thought-through strategy. By doing so, you will be able to position yourself as the agency your client needs, when they need it.