Why Clients Call You Back

Few things are as frustrating as an unresponsive client. You’ve probably experienced this at some point: You shared a great idea with a client, suggested next steps, and then…nothing.

The client doesn’t return your calls, emails go unanswered, and you’re left wondering what’s wrong. Assuming you’re confident that it’s not about you, maybe you chalk it up to the time demands of a busy client and keep trying to make contact. Sometimes that works. But it’s also possible there’s more going on.

If a client isn’t responding, put yourself in the client’s shoes for a moment and ask yourself a simple question: What would make you call you back?

Most people return sellers’ calls when three conditions are present. First, the subject of the call is a high priority. It can be interesting to discuss a thought-provoking topic with a seller. But, if it isn’t on the priority list, don’t expect a rapid response to any follow up.

Second, the issue is front and center on the radar screen. Clients’ to-do lists are overflowing with high-priority issues, but only a small number are critical at any moment. If your great idea isn’t getting attention, it’s probably because your client isn’t thinking about it now. If your idea really is a good one, the client is likely to get around to it eventually.

Finally, the idea must be from a credible source in the client’s eyes. Your idea may be relevant and timely, but the client doesn’t think that you are the one to pull it off. If that’s the case, expect the client to look elsewhere for help.

Lots of us believe that we know what our clients need. But we may not know when they need it, or when they’re receptive to hearing what we have to say. Without that knowledge, it’s easy to miss the mark on the three prerequisites for a client call back. Your idea may be relevant, but not timely. Or it could be credible, but not relevant.

What’s most important is to understand the client’s perspective on timeliness, relevance, and credibility, and not rely on your own view. Once you get that right, your clients will call you back.