I’ve found through experience, different tones and patterns of communication that get better response than others. This is important in communicating with clients, whether in prospecting, retention, or restoration of the client relationship. In this post I focus on an example of how to communicate to clients when there’s been a fracture in the relationship; when we didn’t deliver what we promised. For example, when we fail to manage to expectation, we miss a deadline, quality suffered, our delivery wasn’t the same as outlined, our communication was poor, etc.
This form of communication and the initiation of attempting to address the issues, opening the door to listening, seeking restoration, is not intuitive. Most hide behind the failure, make excuses, or blame the client. This type of effort must be learned through caring and through practice. I’ve got all sorts of examples of various forms of writing emails or letters. I’ll provide one here for readers to use as an example, but remember to put in your own words. It has to be sincere. Cutting and pasting is not the intention. The intention is to communicate tones. I will explain why as well.
Here’s an example of one where our client just wasn’t satisfied with a tough project we did together. Before I provide the example here’s another important item. We must give the proper amount of time for things to settle before we come back to it. Pushing, badgering, and trying to reach the client too soon afterwards, will minimize or negate the very thing we are trying to do to rebuild and restore. It also can be very insincere and give the message that it’s all about us wanting to feel good rather than really providing value and care to the client.
Here’s an example (the names are random.)
I hope all is well. I am not sure if you want to hear from me or not but I thought I’d give it a try. I saw the cool LinkedIn post from your team on the project we worked on together. We were proud to work with you and your team. I know it wasn’t all the experience you expected. The job looks great. Congratulations on a beautiful project.
If you’d like to reconnect I’d be happy to do so, whether just personally or also professionally. If there’s anything I or we can do to repair the relationship with you and your colleagues at your business, I’d be happy to lean in to that process. If there’s too much energy required for you to do that and you don’t have any interest, I understand.
It’s a great industry we work in. I am glad to have been a little part of the work you did and the time we had together.
Either way, thanks for the post on the project and thanks for giving us a shot together in 2019.
This message got an instantaneous response from the client, receiving a response within 5 minutes (less actually.) His response was “Thanks for touching base. No hard feelings here. It was a difficult job.” This was the first part of the email response. He also indicated that he appreciated and respected me reaching out. He mentioned that things were better when I was involved in the work, but that I can’t be involved in everything. He mentioned that collaboration suffered (one of our core values.) He didn’t say he would work with us again, but he didn’t say no. He left the door open.
Why the response? Probably a number of reasons. I faced the reality of the situation and didn’t ignore the experience. I knew they weren’t happy. It’s easy to hide or not have the courage to be transparent and humble about it. I sent an email with no expectation, didn’t excuse, dismiss or blame. I made it clear that if he didn’t respond it was okay, and that I would understand. I sent the message 18 months or more after the last interaction. Remember, we can seek to reconcile but we can’t force it in any relationship. All we can do is make the first step, be humble, and seek to understand. That way we can have no regrets, or at least fewer regrets. Reconciliation takes two parties, two people, not one.
One other thing to know. They say it takes ten-times as much work to secure a prospective client than to retain one. I’ll bet it takes ten-times more than that to rebuild if trust is broken or fractured.
I’ve won and lost clients. I’ve made all the mistakes. The longer I work at my craft, the more careful I become about delivering the value expected. But the struggle doesn’t go away. We’ve got to be vigilant and to care. Why would we not seek to at least acknowledge the problem? How important is a relationship? Very important. It’s all about the relationships, and Integrity is everything.