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Nurturing the Client



Your existing customer base is a significant (and often overlooked) asset. It’s easy to get so wrapped up in new customer acquisition that you forget to leave time for client nurturing. Fortunately, efficiency projects are often large-scale and time-consuming – which means we don’t acquire vast numbers of customers.

Most of you don’t have so many clients that you could not pick up the phone and talk to each one every three or four months. Even if you had 100 clients, you could find time to make 100 calls every three months if it meant that you would be nurturing your network and potentially adding value for your customers. Ask questions like, “Hey, what else is coming up? What else can we do for you? Who do you know that might be interested in using our services?”

Don’t forget that a new budget cycle may mean new available capital for your products and services. All you have to do is make the call. Even if only 5% or 10% turn into new work (or new leads), it’s certainly worth it.

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Posted by Mark Jewell