Since we refined Newfangled's in 2000, we've been blessed with almost 100% client retention. Up until very recently, the only clients that left us were ones that, sadly, went out of business.

Unfortunately, we have recently lost two others. This has reminded me of Proverbs 27:23-27, which is about paying attention to the condition of my flocks (a.k.a. my clients). In both recent cases where we lost a customer, it was because our original client contact had left, and someone new wanted to handle their website differently. This proverb suggests two actions to prepare for such occurrences. One is to pay close attention to the condition of your client relationships (so you won't be caught off guard) and the other is to expect some degree of turnover and be prepared for it.

While both losses came from a change in client personnel, I might have been able to avert one of them. If I had known about the changeover, I could have re-demonstrated the benefits of our content management system. It's quite possible that the information about how our content management system works was never passed on to the incoming person. Their decision may have been made without knowing what they already had in terms of control over their website. Since I was unaware of this change...because I did not know the condition of my flocks...I never got the opportunity to communicate the system's value.

The other case demonstrates that some clients will leave no matter what; even if you see it coming, you won't be able to do anything about it. The second client we lost was because an IT department head decided that he wanted to redo the website himself. In this case, it was a technical decision the marketing contact had no control over, so there was really nothing we could have done to keep the client. As it says in this proverb, "riches are not forever... when the grass disappears, the new growth is seen." Change is inevitable and clients will sometimes come and go, no matter how good your services or products are. This means that I have to always be marketing. When the grass becomes sparse on the hills where my company grazes, I need to continue looking out for new growth opportunities. And since I have four little maidens and one young squire at home that need sustenance, I should always pay attention to my clients and look for the new growth.   next >