Hey, what’s up, everyone? Damian here from Master of One Marketing. Today, I want to dive into something we all experience at some point in business: what to do when a client leaves. Some people call it “landing the plane softly.” This topic can be a bit sensitive, but it’s one we need to talk about because it’s a reality of working in services or any client-based industry.
There’s a memorable scene from Kevin Smith’s movie Mallrats where a character asks Ben Affleck’s character, “Haven’t you heard the phrase, the customer is always right?” And Affleck’s character responds, “The customer is always an asshole.” Now, all jokes aside, that isn’t always the case. Sure, if you’ve been in retail, services, or worked in an agency, you’ve definitely run into a few undesirable clients, but they’re the exception, not the rule.
The Reality of Difficult Clients
In my experience with hundreds of clients, I can confidently say that a small percentage of them might fall into the “difficult” category. What makes those clients stand out, however, is the recency bias. You know that feeling when you encounter a challenging client and you think, “This is going to be another rough one”? It’s easy to project those past experiences onto future ones, but it’s important to remember that most clients are not like that.
Now, let’s break this down. Yes, you will occasionally get difficult clients, but they’re memorable precisely because they’re rare. And there are many factors that can lead to a tense client relationship—on both sides.
Setting Clear Expectations from the Start
As someone who has also hired marketing companies to help me with my Instagram, I know firsthand how important it is to let people do their job. I ask questions when I need to, but I also make sure to stay within the scope of our agreement. This brings me to an important point: setting clear expectations.
When clients sign on with an agency, they often expect everything listed in the invoice to be delivered—like they’re ordering from a dinner menu. But agencies don’t work like that. A good agency will curate a strategy that meets your needs, not just provide a buffet of services. Clients need to be aware of this and recognize that not everything on the table is meant for them to consume all at once.
If you’re dealing with someone doing 1099 freelance work, for example, they may not be as skilled at setting boundaries. This isn’t a reason to take advantage of them, but it’s important to be clear about what you want and ensure both sides understand the expectations.
Why Emotional Intelligence (EQ) Matters
I’ve talked before about the importance of emotional intelligence (EQ) in business, and I’m going to emphasize it again because it’s crucial in situations like these. You see, how you handle the end of a client relationship can have long-lasting effects. Sure, you can blow up at an In-N-Out Burger about a wrong order, but in the business world, that kind of behavior can come back to haunt you. Call it karma, or simply the fact that the energy you put out is the energy you get back.
It’s important to land that plane softly when a client leaves. Be professional, be kind, and maintain that emotional control. Even if a client has been difficult, parting on positive terms can benefit you in the long run. Business is a small world, and digital marketing makes it even smaller. You never know when you’ll run into that client again, or when someone in their network may need your services.
The Importance of Leaving a Positive Impression
I’ve been on both sides of client transitions. Sometimes a client leaves your agency for another company, and sometimes you inherit clients from someone else. In most cases, the process is smooth: you exchange credentials, swap over accounts, and help the client transition with as little friction as possible. But occasionally, you’ll run into someone who refuses to cooperate, who makes it difficult to get the necessary information, and they don’t land the plane softly.
From a contractor or agency’s perspective, handling a client departure poorly can cost you referrals. Even the most challenging client has a network, and they’re far more likely to leave a bad review if the experience was negative. Negative impressions stick, and you don’t want someone with a large (or equally negative) network to tarnish your reputation. Landing the plane softly can prevent that.
Business is a Small World
It’s incredible how often you’ll run into the same people throughout your career, especially within specific niches like marketing. You might think you’ve parted ways with a client for good, but on a long enough timeline, you’d be surprised how often paths cross again.
In fact, I’ve seen clients return to the same agency after leaving because they realized the cheaper alternative wasn’t providing the same value. If you’ve left a positive impression, those clients are more likely to return. And that’s why, even in tough situations, maintaining professionalism is key.
My Strategy: Offering Future Success
Something I’ve always done is create what I call a “Future Success Document.” It’s a simple guide I give to clients when they’re leaving, offering general advice on how to keep their marketing efforts going. It includes tips on meta descriptions, content creation, and managing online reviews. It’s not something my company endorsed officially, but it was a way to provide value to clients, even if they couldn’t afford our services anymore.
I’ve also always extended an open invitation to former clients: if they ever have a marketing question, they can reach out to me. You’d be surprised how many people take me up on that offer. And of those who do, some end up re-engaging with us later because they appreciated the help.
The Takeaway: Kindness and Emotional EQ Go a Long Way
In conclusion, not every client is going to be a dream to work with. That’s just the reality of business. But whether you’re working in an agency or hiring one, using emotional intelligence and landing the plane softly when the relationship ends can pay dividends in the future.
Remember, it’s a small world, especially in business, and even more so in marketing. The way you treat your clients today can shape your reputation and opportunities down the road. So, always leave the door open, offer value even in parting, and keep that emotional EQ high. You’ll thank yourself later.