Time to say Goodbye: how to end client relationships positively

Every PR consultancy will have had at least one account on the books that was not working out for whatever reason. Before deciding to call time, it is important and prudent to look for solutions. Perhaps a change of strategy, refresh the team, address concerns or issues in an open two-way forum. However, through no fault of either party sometimes the chemistry is just not there, expectations are not set, or met, and it’s simply a case of ‘time to say goodbye’. The negative impact of retaining such clients when the magic has gone is detrimental to overall business performance, mental wellbeing, productivity, motivation and ultimately the business’s longer-term successes.

In well-over twenty years of PR consultancy, I have seen many relationships end - some of which could have been saved if handled sensitively. I have witnessed agency heads totally mismanage these situations ending in fractious notice periods, stressed teams and, sadly, even legal proceedings.

The end of a client relationship doesn’t need to be emotionally charged or overly awkward. If handled with care, grace and humility on both sides, it can end on a positive and constructive note. If you’re facing the end of a client relationship, honesty and grace are the most important traits..

Handle the delivery of the – potentially unwelcome or unexpected – news with dignity. Be considerate and appreciate the impact from a split on the client’s business, as well as on yours.

If you’re the one terminating the working agreement, factor in timing. You should be aware of key developments within the client organisation and avoid pressure points such as annual results or a new product launch. Think of the people too – avoid obvious times such as the day before a period of annual leave, or before the imminent birth of a new child. Aforethought here goes a long way.

Demonstrate flexibility: contractual agreements often clash with reality and the agreed notice period might not be long enough to find a replacement. With this in mind, be accommodating - consider working a longer notice period and help the client navigate the pitch process. They may never have run an agency pitch before. After all, an incumbent agency is probably best placed to understand the client’s needs and identify a strong agency shortlist to pitch for the business.

The media are your currency as a PR professional - so ensure any transitional period is thoughtfully managed and seamless to avoid harming the reputation of both sides in the process. Even in the digital age, some things are better done in person. Emails are clinical and can appear impersonal. Video call, pick up the phone or arrange to meet in person. Yes, this might be uncomfortable, but in the end your honesty and straightforwardness will be appreciated.

In turn, this will create a basis to help manage emotions during the process of change, which is often an uncomfortable and awkward experience for everyone involved. Keep your head high and remain polite. Be sure to thank your outgoing client for their past commitment and any referrals or introductions they have made. Despite the desire to split – things probably haven’t been all bad.

Reiterate how much you valued working with their business - even if the experience was overly challenging. Avoid detailed tittle-tattle post-mortems – these never achieve anything than souring the air – but do be honest and succinct in your reasons.

You never know when you might cross paths again in the future with the client or their team, so it is always best to end on a positive and amicable note. Plus, people learn and change – I’ve had clients come back in new roles and have been totally different.

Never argue or become condescending - listen attentively and do everything in your power to remain calm as your business relationship changes. 

Likewise, remember the relationship is a two-way beast and don’t allow a client to dictate terms or negate on their contractual obligations to pay you for your services. It’s a wise move to have a water-tight client contract in place that provides for notice and termination, along with the payment of invoices and contract values during this process. 

Finally, don’t neglect your team’s sanity and health: retaining a negative relationship on the client roster might only be good for the bottom line and nothing else; because no team thrives on servicing a client that they do not admire or enjoy working with.

Too many agencies cling to clients for far too long in the fear that they will not be able to replace the income. Good management planning is essential here. I recommend the use of a client satisfaction barometer.

Work to end a relationship on a high, in the knowledge that you’ve done your best possible job and handle the process with integrity and pride. It should be business-as-usual until your agreed date of termination and then a swift comprehensive handover must take place.

Always end things on a high and walk away knowing your team did the best.

#PR #AgencyManagement #Management #BusinessEthics #Business