Spot It.
One customer, or a small handful, accounts for a big share of your sales. They keep you busy and the relationship is good. But you lose sleep wondering what would happen if they left, cut back or changed buyers. They know they are important, too, and it shows up in every negotiation.
Sight It.
Concentration usually happens gradually. A large customer grows, and serving them takes all your capacity, leaving little time to find others. Selling to new customers feels slower and harder than saying yes to more work from the big one. And there is rarely a deliberate plan to balance the customer base, so the risk builds quietly.
Solve It.
Reduce the risk without hurting the relationship:
- Calculate what share of revenue your top three customers represent.
- Set a target for what you would like that share to be in two years.
- Identify two or three new markets or customer types that fit what you do well.
- Dedicate regular selling time to new customers, even when the big one keeps you busy.
- Strengthen the key relationship by building contacts across the customer's company, not just one buyer.
The goal isn't to lose a great customer. It is to make sure no single customer can sink you.
Fixed it yourself? Great. Want help making it stick? Talk to a Troubleshooter.