We all know the high costs associated with losing a client and the even higher costs of reacquiring a lost client. Retaining your clients is thus mission critical. Being sticky requires a lot of work, but it helps you retain clients.
I stole the term sticky from my friends at McKinsey. Getting sticky is all about entangling yourself at the client company through a myriad of spider webs. When you have become a critical link in a vast array of your client’s projects, your client will find it hard to make a change or move away from your product or service. Getting sticky means that your client will suffer a high level of pain if they choose to unplug your company and plug in a competitor.
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