Sometimes, the unthinkable happens. You get dumped by a client. Now, there are many reasons for the break-up -- lack of communication, someone feeling unappreciated,
growing apart and even a third party. Sound familiar? Let’s face it, everyone
gets dumped professionally somewhere in their career. How you handle it and your
response will determine the frequency and probability of it happening again.
Here are some tips (of course, not based on experience) to deal with the
rejection and to prevent it from happening again:
1) The Landscape Changes
It’s vitally important to understand what happened. In some cases, the break-up can be attributed to an acquisition or a merger. Your client was acquired by another
company that might have a relationship with one of your competitors and to the
acquirer go the spoils. I have been on both sides of that transaction. Exogenous
factors are a reality, and we must learn to deal with them whether they are
customers rolled up into larger entities or, in some cases, just plain going out
of business. It happens to companies both big and small. Remember Bear Stearns?
2) Feelings Aren’t Facts
Assuming it wasn’t a merger or an implosion that caused the break-up, it is important to stay focused on reality. You might feel jilted, cheated, slighted, hurt and even embarrassed, but you have to move on! It’s important to truly understand why your client is leaving you. The first step in the process is to remind yourself that it is not personal; it’s business.
3) Get Third-Party Intervention
After you have been informed of the break-up, your first reaction will be denial and
your second will be to take it personally (see # 2 above). However, you need to
share the information internally. We all like to take victory laps when we land
the big deal, but no one likes to discuss losing a deal or the even more
difficult reality of losing a client. It’s imperative that you get management
involved as soon as possible. A post-break-up meeting (therapy session) needs to
be set up with your client’s business contact. It will be difficult to get a
face-to-face meeting with them, but you must insist on organizing this meeting.
Remember, dumping someone isn’t easy, either. Use your manager or colleague to
help broker the meeting. It makes it less personal and a little bit easier for
the “soon-to-be” former client to meet with you.
4) Be Open Minded and Objective
Treat the post-mortem session as a learning experience. Review #2 above before you
attend. In fact, you will need to remind yourself of #2 above throughout the
entire meeting. By bringing a third party for support, it will help keep the
meeting on point and meaningful. Ask, listen and learn.
5) Take the High Ground
This is the most important step. How you act or react in a difficult situation will define how people remember you. Winston Churchill said, “Adversity introduces us to
ourselves,” and I couldn’t agree more. It also introduces you to the people
around you. Thank the client for the business they have given you in the past.
Explain to them that they have your support for any transition that may be
required. Make it clear that you understand their decision and that you intend
on earning back their business. The operative word being “earn.” See #1 above,
and keep the door open. It’s just a matter of time.
6) Anomalies Don’t Exist
Take what you learned from this client and apply it to every other existing client. Be paranoid! Just because you are paranoid doesn’t mean the competition is
not out to get you. If this client broke up with you for a particular reason, there are others out there who might feel the same way.
Good luck, good selling and remember “no” just means “not yet.”
Source: Media Post: Customer Relations Marketing