I was asked by a client recently "What happens if I lost my biggest client?"  I knew the answer he wanted was more than just 'you're buggered!' and some sensitivity was required.

Having one key client is risky.  Income from one source is a bit like having a job, but it is far easier to lose a client than it is a job.

First thoughts were to deal with the essentials of service for a business:

- set boundaries to define what 'best service' means for you

- work to schedules, not to ad-hoc demands

- allow some time to do other marketing and to run your own business

- have support or a team so the work gets done; you don't have to do everything yourself, you need to delegate, but not abrogate

other people do the work, but you check and do the critical things, like the meetings.

It's also helpful to know the essential behaviours to be successful, and so avoid frustration, struggle, and finally failure:

Invest in lead generation

- You must capture names, from both prospects and buyers, because you must have a list when you finally put together great marketing.

Don't invest too heavily in one strategy

- Don't rely on Yellow Pages, or Pay per Click, or any one activity.  Integrate several strategies.

Know who your ideal Target Market is

- You can't craft a message to attract your 'ideal customer' if you don't know who he is.

Know how to sell

- This is a process, not some clever tricks; solve problems, overcome frustrations, remove obstacles to doing business.

Take Action

- Certainly plan, worry less, but get moving.  People who take action are more successful.

Know where you want to be

         - Set goals, for knowing what you want to achieve is critical in how you run your business over the next 2 to 3 years.

And, no, my client has not lost his customer but actually improved his service and income by clarifying to his customer what his 'service' is, and reduced the risk for the future by goal setting (he can't get to where he wants to be with just one client) and planning his marketing strategy.

We've helped with a One Page Plan:  Goals, Targets, Strategies and key actions.  His marketing will partly be based on our new website based Marketing Strategies Vault (free for our clients) and if he wants help we use a framework to guide what is necessary (at a small cost), or we can do it all (higher cost and usually not required because you know your business best, so use the 'some help' if a little direction is needed).

Love to tell you about it and why you don't need to be "up the Creek".