Do you have customers… or prisoners?
Want unlimited access to top ideas and insights? Subscribe Now
“Do you have customers… or prisoners?”
Processing Content
You may hear that question and immediately cringe. The word “prisoners“ sounds too harsh to many firm owners. It implies that clients are being held against their will. But maybe that’s exactly what you want.
I don’t mean your clients are prisoners in the sense of captivity; I mean they’re prisoners in the sense of commitment. They’re the kind of clients who are so deeply tied to the way your firm operates that leaving you doesn’t make sense. They could leave your firm, sure. But they won’t leave because they’ve experienced something so valuable, so efficient, and so unique from you and your team that there’s no better alternative.
In other words, your clients are locked in by excellence, not by contracts they can’t get out of. Their loyalty isn’t the result of inertia; it’s the outcome of great design. Your firm has built something rare: a combination of clarity, service and process that clients know they won’t find anywhere else.
From where I sit, that’s the best kind of captivity there is. Because when you build a firm that’s so good and so aligned with your clients’ needs, you don’t have to chase renewals, defend your fees, or constantly justify your worth. Clients are now committed to you — not the reverse.
How to turn customers into prisoners (the good kind)
So how do you create that kind of relationship in which clients could leave but won’t, because they know what they’ve got is better than what they’d find anywhere else?
It starts with building three things: a system, a specialty and an experience.
1. Systematize your value: Most firms deliver value, but they don’t do it inconsistently. The client experience depends on who answers the phone, who preps the return, or who’s available that week to do the work.
When value is unpredictable, clients see your firm as replaceable. But when your firm’s value is systematized — when your process has a name, a structure and a cadence, clients start to understand that they’re part of something intentional.
That’s how Starbucks turned coffee into a customer ritual. That’s how great firms turn tax prep or advisory services into a process that clients can’t imagine doing without. Once you build the system, every touchpoint reinforces the same message: “We’ve got this down to a science.”
2. Specialize your niche: When a client is just a customer, it’s easy for them to leave you because they can get the same service from another firm down the street. But a prisoner, in the positive sense of the word, has nowhere else to go because no one else serves their world as well as you do.
When you define your niche — whether it’s multifamily real estate owners, post-exit entrepreneurs or family offices — you stop competing on price and start competing on relevance. Clients don’t stay because of your logo or even your personality. They stay because they know you get them. A great niche creates gravitational pull that draws clients in: they’re no longer comparing firms; they’re trying to get into yours.
3. Productize your experience: Clients rarely understand how much goes into what you and your team do to serve them. But they always understand how it feels to work with you. That’s why the best firms package their services like products. They define the deliverables, name the process, and communicate the outcomes. Clients can see, touch and trust the value.
Think of it like this: The more invisible your work is, the easier it is for clients to undervalue it. When you make the experience tangible, whether through quarterly video reviews, personalized dashboards or defined planning stages, you make your value crystal clear and unforgettable.
Don’t build the wall — build the well
Too many firms focus on building imposing walls around their client relationships (long-term contracts, proprietary portals or confusing pricing), hoping they’ll keep clients from leaving. But walls don’t create loyalty; they just delay departure.
Instead, build a well. Make your firm the place that clients keep coming back to because it’s where they’re understood, informed and ahead. A place where they know they’ll always find clarity, not surprises.
When you build a well instead of a wall, clients don’t feel trapped. They feel smart for staying. They’re not your prisoners by force. They’re your prisoners by choice.
What is your firm doing to keep clients happily retained? I’d love to hear from you.
