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Losing customers is all part of business, if they have been happy with your service for a number of years and then out of the blue they have changed to someone cheaper they have probably taken a knock on their finances rather than you doing something wrong...
I try not and get to wrapped on why people leave, instead I focus that energy on generating new clients.
If you enjoyed doing their garden why not send them a Christmas card for the next couple of years, it's an easy way to keep friendly / show no hard feelings and if it doesn't work out with the new gardeners you may be back...
Always a hard one Andy.
I agree with Robbie....don't dwell, move on.
If they are making their decision based on price or ability to pay then they'll find out for themselves, soon enough, whether their decision is right.
All part of the job, but if it is repeated, then start to ask yourself some uncomfortable questions. I have probably a more pragmatic view, as I have spent over 35 years landscaping and you get used to the 'win some - lose some' senario.
Now that we have moved to virtually 100% maintenance, like you Andy, I don't expect anyone to leave us........but it happens and I feel exactly as you do when it does. The last time it happened, I consoled myself by remembering that 95% are still with us and had been for 5-10 years and what's one £1,200 PA contract, when I had gained £15,000+ that year.