The risk of slience

Web agencies — especially when it comes to maintenance/care — have a great retention rate. But it’s always a gut-punch when you get that email letting you know they’re leaving you (especially if it’s for someone else).

Churn is inevitable… but people don’t leave for no good reason. And if we can put our ego and pride aside, I think there are 5 primary reasons clients leave…

1. They forget you exist. You’ve automated the everliving-crap out of your process. Great for efficiency, but if your entire working relationship is on autopilot, it’s out of sight, out of contract.

2. They don’t understand the value. Maybe you’re good about staying top of mind with clients (through regular reports, for example) — but are we speaking the same language? Most business owners understand what a backup is, but not why it’s so critical and how your backup service could save their ass one day.

3. Their needs change. When you first landed your client, you probably spent hours with them to understand their business, their challenges, and their needs. But needs change. If you’re not keeping up with their evolution — and matching it with new advice, help, and services — you might suddenly become the “old” solution.

4. They don’t feel valued. This one stings… but when was the last time you told your client how much you appreciated them? I mean, they’re putting food on your table and keeping the lights on — and they have plenty of vendors that would love that contract. It’s easy to replace a vendor that you doesn’t make you feel loved.

5. They’re not seeing results. No matter how much work you put into it, if they’re not seeing results, it won’t matter. It doesn’t necessarily mean you’re not being effective, you just might not be in alignment with what you’re measuring.

If every churn feels like a surprise, it’s not because clients are unpredictable — it’s because we stopped paying attention.

The real risk to your business isn’t bad service… it’s silence.

The last thing you want is to be the Tinder date who got what they want, said they “had a great time,” but never texts back.

Like with any good relationship, you’ve got to work to keep the spark alive.

Whether it’s a quick check-in email, a quarterly strategy call, or a small surprise out of the blue — you’re a lot less replaceable when you’re present.