Retention

You know the type. It’s a place where clients come in and go out in a continuous stream. Agencies like this miss out on the most
profitable parts of the agency/client relationship.

It’s no fluke that across all industries it’s seven times more profitable to keep clients than to win clients.

The reason is simple. Older clients are easier to handle than new clients. The older client usually runs in a pattern that the
agency has adjusted to. With a new client, the agency has to work its way up a learning curve that can be both steep and difficult.
And that can be expensive in investment required and energy needed.

There’s a better alternative. Work to keep clients longer than the industry averages of 2-3 years. To do that, you need to do
three things: 1) Build a client retention culture. 2) Make sure your management team knows how to maintain a strong bond with
clients. 3) Upgrade your account team and help them manage the relationship with clients, not try to control clients.

How to implement these client-retention practices has been a focus at Sanders Consulting for 20 years. We’re proud of the many
agencies that have used our learning programs to keep clients much longer than industry averages.

The benefits are many. The agencies are fun to work at. Emergencies aren’t the rule. And clients aren’t in uproar.

Please click on a page link below.