In business, one of the toughest questions to grapple with is: should you invest time in a client who isn’t currently spending any money with you? The answer is an unequivocal yes. Clients are still clients, regardless of their immediate budget constraints. When times are not good and the economy is down, that is when people need to talk and share issues with others. If you only talk to clients when they are spending, they will lose trust in you, as that is a very self-interested way to behave.
Here's why maintaining those all-important client relationships matters, especially in these challenging times.
Economic Struggles Affect Everyone
Right now, many parts of the world, are facing tough economic conditions. Your clients are likely feeling the squeeze and, as a result, may be cutting back on discretionary spending. This means they might not be able to afford your services at the moment. However, that doesn’t mean you should stop spending time with them.
Clients experiencing hardship will eventually come out on the other side. If you’ve maintained a solid relationship, they’ll remember you when they’re ready to invest again. The key is to show that you value them beyond just the business they bring. If you see them purely as a source of income, eventually they’ll stop welcoming you into their business….for good.
Listen Without Solving
The first thing you should do when visiting a client in tough times is simple: listen. Often, they don’t need immediate solutions, but they need someone who can empathize with their situation. By listening attentively without jumping to fix their problems, you offer them much-needed support and reassurance.
It’s essential to understand their situation fully. Times are hard for many businesses, and phrases like “survive until ’25” are becoming common. Just being there for your client during this period builds a stronger bond, showing that you’re invested in their long-term success, not just immediate transactions.
Listening isn’t an easy skill to master, but these 6 tips will certainly help.
Identify Areas to Help
Once you’ve listened, assess where they need help the most. And here’s the critical part: even if you can’t directly assist with their current challenges, it’s okay. In fact, it’s better if you focus on solutions that go beyond your own services.
Find out what their primary challenges are, whether it’s cash flow, staffing, or navigating market shifts, and see where you can step in with advice, resources, or connections. Offering to introduce them to someone in your network who can help is a powerful way to add value. Clients remember those who help them overcome tough times, even if it’s not directly related to a sale for you. In fact, if it isn’t they will remember it even more.
Doing this creates a client for life. It should also feel very rewarding for you, as there’s nothing better than helping someone else.
Help Them Grow
Next, consider how you can be a growth partner for your client. Can you suggest new strategies, connect them with growth opportunities, or even refer them to potential customers? By helping them find ways to succeed in their market, you’re contributing to their revenue—and indirectly, yours as well.
If they start thriving, they’ll likely return to your services when their budget allows. Moreover, offering referrals or introductions opens the door for reciprocal opportunities, potentially leading to new business for you as well.
Play the Long Game
Finally, it’s crucial to focus on the long-term relationship. Yes, your client may not be spending now, and yes, you may be facing your own business challenges, but building a sustainable business isn’t just about short-term wins. It’s about cultivating lasting partnerships.
Understand that in lean years, your business may not grow at the same pace as it did in more prosperous times, and that’s okay. By sticking with your clients through the hard times, you solidify your position as a trusted partner—someone they will turn to for years to come.
Conclusion: Never Stop Engaging even when your clients aren't spending.
So, should you continue to engage with a client who isn’t currently spending? Absolutely. Take the time to sit down with them, understand their challenges, and offer any help or support you can. By doing this, you’ll deepen the relationship, expand your network, and position yourself as their go-to partner when the good times return. Long-term relationships are the foundation of sustained business success—never forget that.
If you need help developing strong client relationships, then our tailored and targeted BD coaching will help you develop and build those long-term profitable business relationships.
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