Losing a sales client can be tough, but it’s also an opportunity to grow. When clients don’t re-​sign contracts, it can feel devastating. But sellers must be able to pick themselves up from the loss. And, most importantly, they must learn from it.

It gives sellers a chance to reflect and strengthen relationships with other customers. They can also use it to avoid future issues.

What should you do after losing a sales client?

Likely, your first reaction will be emotional. It's crucial not to take the loss personally. At times, you may become so absorbed in your work that you forget to separate your profession from your identity.

“Resiliency is the capacity to withstand or to recover quickly,” explains SalesFuel’s Tim Londergan.

“When resilient sellers are handling rejection, they can calmly and rationally analyze the refusal and envision a successful outcome.”

Allow yourself the space to feel your emotions but don’t let them drag you down. You need to be able to be clear-​headed to think strategically about how to move forward.

Take time to reflect

Once you’ve processed the loss, Copper’s Jemicah Marasigan urges sellers to reflect using self-questioning.

“Before jumping into damage control, take a step back to understand the reasons behind why your client may have left,” she writes. To get started, consider asking yourself the following suggested questions:

• Did their needs shift? They may have been looking for something you didn’t provide.
• Was there a communication breakdown? This could have led to confusion and frustration.
• Were there early signs of trouble? They may have expressed concerns you failed to address.
• How fast did I respond? You might have taken too long to resolve their issues.
• Did I meet expectations? You may not have been clear about your offerings or followed through.

If you’re struggling to answer any of these, take a look at your account notes and CRM. Identify any areas that hinted at this outcome or challenges that weren’t handled.

The professionals at Creative Friction suggest requesting an “exit” interview from the client.

“You want to understand whether the departure was due to internal changes at the client's company, budget constraints or dissatisfaction with your services.”

Once you understand why they are leaving, it’s time to act on any of the causes under your control. Adjust processes, strategies and practices to make improvements. Think of this as an opportunity to do a critical evaluation of how you do business.

Turn your attention to your other clients

Losing a sales client can be a big wake-​up call. It’s a reminder that client retention is an ongoing process. As SalesFuel reports, 71% of B‑to‑B customers are prepared to change their vendors.”

This stat reveals that a seller’s work is never done when it comes to customer service. Revisit and adjust your best practices to prevent future losses. Marasigan suggests:

• Staying connected regularly: Send check-​in emails or make friendly phone calls to keep in touch.
• Showing clients they are valued: Regular communication demonstrates you care about their needs.
• Paying attention to their concerns: Listen for any issues or feedback they share.

Being proactive when it comes to current clients can help you avoid losing clients.

Be proactive in improving what you can offer your clients,” Rachel Cagle notes.

“…they will be less likely to go looking for that quality in another sales team.”

Look to networking and referrals

While keeping remaining clients happy, it’s also important to keep seeking new business. Use this as an opportunity to get excited about opportunities to discover, Marasigan advises.

“See it as a fresh start—a moment to reach out, expand your network, and connect with potential clients you haven’t tapped into yet.”

Look for ways to re-​connect with old leads, sign-​up for industry webinars and events, and seek out referrals if you haven’t recently done so. Consider posting some fresh content to your social networks to encourage engagement. Take the next step on warm leads.

Staying engaged and prioritizing relationship-​building will create new opportunities and attract potential clients.

While losing a sales client comes as a blow, don’t let it derail you. And for more advice on how to handle setbacks, take a look at these tips.

Photo by cottonbro studio