Most agency owners know the feeling: a few big clients keep the lights on – and keep you up at night. If one walked tomorrow, would you survive the quarter?
Client concentration risk isn’t always obvious until it’s urgent. But when more than 25-30% of your revenue comes from one client, you’re exposed. This post looks at why the risk is so high – and how to start reducing it, even if you feel like you’ve got zero time for new business.
What Makes Client Concentration So Dangerous?
When too much of your revenue comes from one or two clients, you lose more than just financial security:
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Cash flow exposure: If a client pulls a retainer, delays a payment, or slashes scope, you’re instantly in trouble.
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Negotiation imbalance: Big clients start calling the shots on price, process and timelines.
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Strategic drift: You shift your services to keep them happy, not because it’s right for your agency.
Why Agencies Don’t Tackle the Problem
If it’s such a risk, why don’t more agencies fix it? Three reasons:
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Firefighting mode – delivery always trumps growth
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False comfort – “They love us, they’re not going anywhere”
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No time for outbound – new business feels like a big project you can’t start
However, you don’t need a full campaign to reduce client risk. You just need momentum.
Prospecting Doesn’t Have to Be a Massive Project
You’re not trying to double your client base overnight. You’re trying to spread the risk – gradually. That means you don’t need five new clients tomorrow. You need one new opportunity a month. And for that, here’s what you actually need:
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30 minutes a week for outbound
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One team member with partial accountability
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A light-touch process (not a CRM full of leads you never call)
Here are five tactics that can help you start, without burning out your team.
1. Referrals You Don’t Have to Ask For
Instead of asking for intros, make it easy for clients to refer you. Create a short “Who We Help” guide – just 1 page that explains:
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What you do
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Who you work best with
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The outcomes you drive
Then tell clients: “If you know someone like this, feel free to forward this.”
2. Reactivate Old Conversations
Go through your inbox from 6-12 months ago. Find:
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Lost proposals
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Ghosted leads
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Happy clients who went quiet
Send a short message:
“Hey – I came across our old notes. Curious if X is still a priority for you this year?”
You’ll be surprised how often that reopens a door.
3. Turn Case Studies Into Content
Most agencies write case studies and let them gather dust. But those stories have value.
Break them into smaller chunks:
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LinkedIn posts
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Snippets for email signatures
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Slides for credentials decks
Let your best work do some of the prospecting for you.
4. Automate Just 30 Minutes of Outbound
Tools like Apollo and LinkedIn Sales Navigator can help you queue up a week’s worth of outreach in under an hour.
Start simple:
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A targeted list of 25 companies
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A templated message about a relevant insight
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A single call to action: “Open to a quick intro chat?”
Keep the tone human. Don’t try to “sell”. You’re just making new connections.
5. Show Up Where Your Clients Are
If you can’t run events, attend them. Comment meaningfully on LinkedIn. Volunteer for panels or podcast interviews.
Visibility drives referrals – but you don’t need a personal brand to benefit. Just consistent, thoughtful participation in the places your buyers already are.
Make New Business Stick
Two final tactics to make this sustainable:
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Protect a tiny block of time – one hour a week, same time, no reschedules
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Give ownership to one person – accountability works better than consensus
If you track one metric, track activity – not outcomes. Consistency always wins.
Final Thought
Relying too heavily on one or two clients is like building your agency on quicksand. It feels stable – until it isn’t.
But the fix doesn’t require a major campaign. Just a shift in habit, a bit of structure, and a few small bets every week.
Start this month. Protect your future.
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