Voice Over Dilemma: How to Deal with Losing a Client

“We have decided to take a different direction.”

You may have heard this or different versions of it, many times in your lifetime as a voice over. Maybe you have learned how to suck it all up and move on to the next audition. But you deal with hundreds of auditions every month, which can eat up a considerable amount of your time, so when you do land a project that could lead to a long-term collaboration, you would want to hold on to it for financial security and work stability: it may mean one or more fewer auditions to worry about for a long while.

But what do you do when this long time client decides to “take a different direction”?

What steps do you need to take to retain your client, or at least learn from the loss?

Think of the scenario as a great learning opportunity, and it may have happened for a reason. If you put yourself in your client’s situation, you would understand that:

• They may be looking for a different way to reach their target audience;
• They may be looking for a change in their image or brand positioning;
• They are acting out of their best interest.

Ask:

What is the new direction?

What are the requirements from the new talent?

How do they see you versus this new direction?

In any case, do not take it personally. For them to communicate with you what they were thinking or planning means that there is no trust or integrity broken. The key here is to learn from the experience.

Re-evaluate:

This is a great opportunity to re-evaluate:

• What are you offering in the marketplace;
• What is your unique point of difference from the other voice overs in the category;
• How is this communicated;
• Is it communicated effectively;
• Have you delivered the most value (even exceeded value) during the course of your collaboration?

True, the loss of this client would affect you financially. However, think of this relationship not based on what you get out of it, but on what you actually give.

Be Grateful:

How can you still be grateful when they have decided to take their business somewhere else? Remember there is no point in burning any bridges. Be grateful for the work you have done with them, and for sure as you learn and grow from this experience other clients will notice you and come into your space. If you keep it friendly and professional without upsetting anyone, you may be surprised with what they come back with. And as you become more versatile and adaptable, this same client may come back around. You would want your client to leave happy with the experience of working with you, thus keeping the doors open to working with you again.

What’s Next:

Take all the information you have gathered and make any changes or adjustments you feel are necessary to retain and attract similar clients or, better yet, your ideal client. Keep in mind, though, that you are your own brand. You can polish your offerings and how you market yourself, but don’t lose track of your own brand.

Losing a client can be a great blow not just financially, but also to the ego. But remember as talents and artists, there should always be room for learning and continuous improvement. This is your opportunity to sharpen and improve who and how you are as a voice over talent and an effective business collaborator.