Marketing Also Means Saying “Goodbye”

Is firing difficult-to-work-with clients part of your marketing plan? I’m learning from attendees at my seminars that saying “goodbye” is a process they embrace wholeheartedly.

September 2000 was the first time I coached a business owner to reduce her stress by ending a client relationship. She told me about the client constant mind changing regarding products he ordered. Keeping up with the changes was exhausting, yet she didn’t want to lose the client and catered to his wishes.

This woman came to me after a seminar presentation and asked how she could politely bow out of the relationship. In five minutes, I helped her craft a letter to end the account. She was grateful and sent the letter the same month.

There were, of course, numerous phone calls placed to her from her client to try and keep the account open, but my coaching helped her to not back down. She’s much happier, and her business is thriving.

Has your marketing been so successful that you’ve attracted a few difficult clients? If so, determine if the account is worth retaining or ending. If the latter, you need only craft three paragraphs.

1. Thank the client for his business.

2. Tell the client that your firm is “focusing on other projects” that unfortunately ends your ability to service him.

3. Suggest one or two industry affiliates that may be able to assist the client.

Marketing helps you find clients, and it’s also a process that lets you end relationships and continue building your empire.

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