Being a female business owner is exciting, daunting, and filled with possibilities. But whether you’ve just started out or you’ve been doing it for a while, it’s also very challenging. The grind is constant: something always needs attention, whether it’s current cash flow, customer acquisition, or marketing. Then, there’s communicating with clients.
Your communications can make or break your business, but it’s easy to drop the ball when juggling so many others.
There is a secret, though, and that’s to learn from other entrepreneurs’ mistakes so that you can avoid them. If you know where you can go wrong or what to look out for, it’s a lot easier to correct yourself.
Photo by Anna Shvets on Pexels
Mistake #1: Ghosting a Client
Have you ever simply stopped responding to a client? Maybe you were overwhelmed with the task, your personal life interfered, or you simply forgot.
Whatever the reason, ghosting a client is unprofessional and can damage your business’s reputation. After all, when a client takes the time to reach out to you, the least you can do is reply with whatever details they need.
If you find that emails and other types of communication are being overlooked, it’s time to overhaul your system. Set up specific folders in your email for direct messages you have to reply to, check your direct messages more frequently, and ensure that if you’re not getting the call, you’re getting the message about it and taking action.
Mistake #2: Forgetting To Follow Up
Not following up is as bad as ghosting.
Many small business owners make the mistake of not following up after meetings because they assume the client will reach out if they’re interested or if they have any concerns. This is not always the case; you must ensure you follow up with potential and current clients.
Proactively checking in should be part of your everyday to-do list. Whether it’s a simple follow-up email or a telephone call, this shows commitment and keeps you at the forefront of your clients’ minds. If your meetings are held online, make sure you have the right tools. Reliable video conferencing devices make high-quality video meetings easily accessible so that you can host and revisit conversations efficiently. This creates a professional impression and keeps follow-ups clear and productive.
Mistake 3: Failing to Set Clear Expectations
You may be guilty of overpromising, or your client simply misunderstands what you will provide. Perhaps you’ve failed to outline the terms and conditions of your services? This will lead to unrealistic client expectations and potential disappointment going forward.
There’s a very easy fix for this mistake: be transparent from the start.
Make sure you have clearly defined timelines, what you’re going to deliver, and the price for the goods/services you’re handing over. Put all agreements in writing, no matter how small, to avoid misconceptions and ensure all parties are held accountable.
Mistake #4: Disregarding Feedback
Perhaps a client has tried to give you constructive criticism, but you weren’t in the right space to receive it and ended up dismissing their valid concerns.
This is a twofold mistake: You’re missing out on a golden opportunity to improve your services, and you’ll upset a client who may cease doing business with you.
Open yourself up to feedback and actively listen to understand the client’s perspective and address their concerns in a professional way. Even if you don’t apply what they say in the future, the conversation will feel balanced, and they’ll appreciate being heard.
Mistake #5: Ignoring Non-Verbal Cues
If you notice your client is uncomfortable for whatever reason during your conversation and don’t address it, you may find them avoiding you in the future. Their tone of voice, overall body language, and facial expressions will all offer extra insight into what they’re saying (or not saying) when communicating with you.
When you overlook these cues, you risk causing feelings like disengagement and mistrust.
Work on listening to what your clients say and paying attention to how they convey their message, whether in person or during a virtual discussion. One of the benefits of video calls or conferences is that you get to see your client’s body language and non-verbal cues, so use this to your advantage.
Awareness of your body language and tone of voice is also important, as it helps you set the tone. People you’re talking to tend to subconsciously mirror your conversation style, so setting a positive example is key.
Mistake #6: Waiting Too Long to Deliver Bad News
You may be dealing with a crisis and have delayed delivering less-than-positive news, which has caused rumors to spread and spooked your client.
To put it simply, the longer you take to address this, the more chaotic your communication will be in the future. When people are uninformed about what’s going on, they can’t make decisions or take the appropriate action, ultimately leaving you both in limbo.
Acknowledge your role in creating confusion and learn from your mistakes. Ensure the lines of communication are open and everyone is aware they can chip in as necessary, even when the worst-case scenario has occurred. Do this by meeting with clients regularly, having one-on-one conversations, and using messenger apps for quick updates about current projects and those in the pipeline.
Mistake #7: Failing to Apologize When Necessary
Owning a business doesn’t mean you have to be perfect, but failing to apologize when you’ve made it is a clear sign of poor communication and can harm your client relationship beyond repair. A sincere apology and a plan to correct the issue show professionalism and accountability and keep conversation lines open.
Instead of getting defensive, acknowledge the mistake, express genuine regret, and offer a solution to move forward.
Conquering Client Communication
As a small business owner, a single misstep can weaken trust and cost you valuable relationships. However, when handled correctly, each client interaction becomes an opportunity to build credibility, reinforce loyalty, increase the speed of sales, and grow your business.
By treating every interaction as a chance to reinforce your reliability and value, you turn routine conversations into the foundation of a thriving, reputable business.
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