Practical Sales Training™ > How To Lose The Sale > Big Client Risk
Big Client Risk
What Is It
Big clients feel great to land. They pay well, and they validate what you’re building.
But lean on one too heavily, and your business carries real risk. One relationship now decides too much of your future.
Why Does It Work
If that relationship sours, you could lose most of your revenue overnight. Even solid relationships break down sometimes.
That breakdown rarely gives much warning. So the damage often lands before you can react.
How Can You Use It
You need to do three things here to protect yourself.
Build Relationships Widely
Build strong relationships with as many people as possible across the business you work with, not just one contact. Spread your influence widely.
So one champion leaving shouldn’t end the whole account. Multiple relationships mean the account survives staff changes.
Treat Big Clients Differently
You can treat your bigger clients differently, with a genuinely higher level of service. Happy big clients stay big clients for longer.
Grow Beyond Your Biggest Client
Finally, work to replace their status as your largest client. Grow existing accounts, and keep finding new buyers. Nothing stays the same for long.
When It Works Best
This works best the moment one client starts to dominate your revenue. Spot that pattern early, and you still have time to act.
When It Becomes Dangerous
It becomes dangerous when you notice the risk but do nothing about it. Comfort often replaces the hunger to find more clients.
It’s also risky to assume loyalty alone protects you. Relationships shift for reasons unrelated to your performance.
Common Mistakes
Ignoring The Warning Signs
Ignoring the warning signs is the most common mistake. Revenue concentration rarely announces itself before it becomes a real problem.
Relying On One Contact
Relying on one contact is another trap. If that person leaves, so does their goodwill toward your business.
Pausing Growth Once A Big Client Arrives
Treating growth as optional once a big client arrives is the final one. That’s exactly when new client growth matters most.
Big Client Risk – An Example
EA Sports And FIFA
EA Sports and FIFA worked together for almost 30 years, and it made both sides serious money. In 2023, the relationship ended. EA rebranded its game as EA Sports FC. Early sales of the rebrand came in noticeably below the previous FIFA title. That’s the cost of one relationship carrying so much weight.
