An acquaintance shared a thought with me years ago. At the moment, it sounded a little fortune cookie-ish, but over the years, I have come to realize the profound nature of this simple statement: In life, we find ourselves constantly looking around for something better — better job, nicer house, bigger clients, faster car. It starts to seem like we’re standing in weeds, and all around us, there is lush green grass.
In fact, the more attention we pay to the green grass all around us, the uglier the weeds under our feet become, and why wouldn’t they? We’re watering everywhere but where we are standing. We complain about a client’s demands or indecisiveness. We wish we could work on a more exciting campaign. We spend hours lamenting “what if,” and all the while ignoring what is. As this vicious circle continues, we assign all manner of causes to our plight, and the most common is blaming other people, circumstances, or just bad luck. While there may be exogenous factors, the primary cause is us.
Relationships, whether business or personal, are like gardens. They are fragile things and require attention and nurturing. The moment we stop tending to them or take them for granted, they begin to wither. The decline happens slowly at first and often goes unnoticed in the early stages. Oh, sure, there will be subtle signs, but in the hectic pace of the day, we overlook them: A key client for years not returning a phone call; a project getting delayed; a meeting getting “rescheduled” several times.
Coincidentally, these warning signs are often occurring as our focus is taken by something shiny and new. Potential new clients aren’t canceling lunch and dinner appointments, but long-term client X has rescheduled our call three times. Potential new clients are chomping at the bit for us to come and present our new ideas, but long-term client Y won’t return my call about the contract renewal.
Feeling valued cuts both ways, and when we exude selfishness, that’s what we get in return. Of course the new focus of your attention (like a potential new client) is excited to hear from you: All the money and attention are being spent on them, not by them. You are treating them like they are the most important thing in the world. You’re letting them know they are important to you. You’re listening to them. You’re sharing new ideas to help them achieve their goals. They have your undivided attention, and they feel valued. To put it back into metaphorical terms, of course the new grass is lush and green; that’s where you are watering it.
Now, imagine if you decided to invest the same energy “watering” your existing relationships. New business is good, but it doesn’t need to come from new clients. There is a reason why it’s five times harder (and more expensive) to get new clients. Not only are you attempting to create something from scratch, but you are competing against an untold number of others vying for the same business. There is also a reason why increasing existing customer retention by just 5% can generate up to a 95% increase in profits. You are watering the grass where you have the competitive advantage of already knowing the soil.
Schedule meetings with your clients, and treat them like you’re still “dating.” Learn about them. Ask questions. Do not assume you know what keeps them up at night; ask them. Don’t assume the renewal of a project is the best option for them (although it might be easiest for you). Are there opportunities to connect clients to advance a shared objective, even if it does not have an immediate benefit for you? Letting your clients know that you are consistently looking for ways to help them positions you as an essential resource versus an interchangeable part, and it means when they see you calling, they won’t hit “ignore.”
The weeds we see in our own backyard are green fields to others, and vice versa. There is nothing wrong with seeking new pastures and bigger, better opportunities. The mistake is not recognizing that the greatest opportunities are often right under our feet. Don’t let your relationships perish from neglect. The grass is always greener where you water it.
