🔄 Client Retention
Repeat clients are your most profitable work. They trust you, you know their expectations, and there's no learning curve.
Key Principle
It costs 5-10x more to win a new client than to keep an existing one. Invest in relationships.
Why Clients Leave
Common Reasons
- Poor communication — They felt out of the loop
- Quality issues — Work didn't meet expectations
- Schedule problems — You were late without warning
- Cost surprises — Unexpected charges
- Difficult to work with — Personality conflicts, unresponsive
What They Won't Tell You
Most dissatisfied clients don't complain—they just don't call you again. Proactively ask for feedback.
Building Loyalty
During the Project
- Communicate proactively (don't wait for them to ask)
- Respond quickly to questions
- Admit mistakes and fix them fast
- Keep promises (or renegotiate early)
- Make their job easier, not harder
At Project End
- Clean closeout with all documentation
- Ask for feedback (formal survey or conversation)
- Thank them personally
- Request testimonial/reference
- Discuss future needs
After the Project
- Check in periodically (quarterly minimum)
- Share relevant industry news
- Invite to company events
- Remember personal details
- Offer value without selling
Client Feedback
What to Ask
- How would you rate our overall performance?
- What did we do well?
- What could we improve?
- Would you recommend us?
- What other services could you use?
Acting on Feedback
- Thank them for honesty
- Address specific concerns
- Share improvements made
- Follow up on commitments
Warning Signs
Client may be at risk if:
- Communication becomes difficult
- They start checking your work more
- Payment becomes slower
- They don't invite you to bid
- You hear they're talking to competitors
Recovery actions:
- Request candid conversation
- Address concerns directly
- Offer to make things right
- Accept responsibility where warranted