For a variety of reasons, sometimes a client and an agency just aren’t a good match. Perhaps the focus of one of the companies has changed, or the working relationship has tilted too far toward one side. Regardless of the reason, sometimes it’s necessary to “break up” with a client who is not a good fit for the agency.
However, if handled poorly, ending a client partnership can turn into a public relations problem or negatively impact the agency’s associations with other clients. To help you gracefully break off the working relationship with a client, 13 members of Forbes Agency Council share their tips for respectfully letting a client go.
Members of Forbes Agency Council explain how to respectfully “break up” with a client who’s not a good fit for your agency.
Photos courtesy of the individual members.
1. Be Direct; Don’t Sugarcoat It
We call it “firing a customer.” It’s never fun, but it’s also never a surprise to the customer. If you’re feeling that things aren’t working, they are too. I’ve found that being direct is the best approach. Trying to sugarcoat it and beat around the bush only leads to more misunderstanding. Try: “I feel like we’re not able to give you what you deserve.” If I can recommend a better fit, I will. – Craig Klein, SalesNexus.com
2. Don’t Surprise Them
First, it should be done respectfully, as it’s a business decision. Second, it shouldn’t be a surprise—the same as it shouldn’t be when a client makes a similar decision. Any good relationship requires communication, and if your agency isn’t actively and explicitly working to improve the relationship, then it’s not the client’s fault that the match isn’t good. Last, be more careful when pursuing clients! – Phil Rubin, rDialogue
3. Don’t Delay
It’s in the interest of both the client and the agency to have a great fit and an excellent relationship. If it’s not working (which is usually obvious to both parties), it’s important to address the issue the moment you recognize it by respectfully discussing it with the client and mutually agreeing to end the relationship. Communication is key, as well as the timing. – Inna Semenyuk, InnavationLabs
4. Come To A Mutual Agreement
When a client has done something wrong or is simply not a good fit, it is best to remain respectful, but firm, and not to equivocate. State the reasons why you must cut ties with them. If it’s neither of those reasons, it is best to be honest and forthright about why you feel it is in their best interest that the professional relationship should be terminated—but ask for their mutual agreement. – Steven Le Vine, grapevine pr + consulting
5. Don’t Burn Bridges
The best way to end a business relationship is to apply the golden rule. How would you want someone to break it off with you? Try to get it over as fast as possible and make it as easy on them as you can. Make sure final payments are tendered and all intellectual property is transferred as efficiently as possible. Whatever you do, don’t burn bridges. This will only hurt you in the end. – Randy Shattuck, The Shattuck Group
6. Do It Face-To-Face
As with any relationship, you need to handle this delicately. Don’t just send an email. Don’t pick up the phone. Invite said client into your office for a personal, one-on-one meeting. Be honest, be kind and be understanding, and try to have alternative resources or suggested solutions available as you break the news. – Bernard May, National Positions
7. Keep The Emotion Out, And Get It In Writing
We once had a situation with a client that became a very toxic relationship, and we decided as an executive team that it was time to part ways. In that situation, we conducted the “break up” via email so that all emotion was taken out and so we could be very straightforward with our reasoning. It is better to have everything in writing so it’s clear to all parties why the decision was made. – Catherine Seeds, Ketner Group Communications
8. See If There’s A Better Staffing Match
Sometimes a client simply isn’t a fit. It can happen, and then you simply need to be honest. Often it’s not the client who isn’t a good fit; rather, it’s a matter of mismatched personalities. Think about your account managers and other team members and see if maybe the personalities don’t mesh with the client. Rather than break up, you might find a better staffing match is all that’s needed. – Dan Golden, Be Found Online
9. Be Clear On Deliverables
Each party should know when they can move on from the other. Typically a phone call is the best way. Outline what you completed and what did not happen (and why), and then offer suggestions on how the client can improve the campaign further. For bonus points, refer them to an agency that can assist them with their goals, or alternatively, outline why their goals or methods may not work for anyone. – Peter Boyd, PaperStreet Web Design
10. Have Clear Criteria For Taking Clients On
To answer “no” to one is to say “yes” to another. As agency owners, a constant divorce with clients is heart-rending. You can avoid 70% of your retention issues before you sign the contract. Outline your criteria for a client and stick to it. When you end a contract, it should not be a difficult hand-off. Be sure to provide a clear outline of next steps and access to their assets. – Evangeline Sutton, Regenerative Marketing LLC
11. Pass Them Over To A Different Agency
We’ve run into this before, and our agency’s plan is to pass the client over to a different agency. We’ve built a network for other agencies that have different skill sets, and they in return do the same thing for us. Often, a client just isn’t the right fit for your agency’s culture, and having a way to service them by referring them elsewhere will make you look like a hero. – Kenny Stevens, MediaMaven.io
12. Set Everyone Up For Success
Realizing your agency is not a good fit with a client (or vice versa) can be tricky. Ultimately you need relationships that lead to success for all parties, so it’s best if a “break up” is really positioned more as a strategic pivot to ensure success. If possible, try to provide alternatives for the client so they know you care about them and the relationship stays solid for future opportunities. – Katie Harris, Spot On Solutions
13. Own Your Role In The Relationship
When client relationships don’t work, it’s because the agency didn’t use the sales process to discover their needs, confirm they aligned capabilities and set realistic expectations for the relationship. If you do this and discover it’s not a good fit, initiate a conversation with the client immediately and let them know your thoughts. After that, you can co-create a graceful end to the relationship. – Benjamin Collins, Laughing Samurai
