Most businesses spend a lot of resources trying to find new clients. This is particularly true for small organisations and freelancers where failing to attract a steady stream of new clients can have significant negative repercussions. However, it pays to recognise that your best potential pool of new opportunities might be your existing clients.
Times Change
Moreso than ever, marketing is based on trends. When you think about business promotion, it wasn’t that long ago that Myspace was all the rage but people moved over to Facebook. A few years back, Tumblr was the most prominent social platform among young people. Now that moniker goes to the likes of Instagram and Snapchat. Currently, GIFs and videos are the in-thing but that will no doubt change at some point.
If you’re running a small operation or working as a sole-trader, keeping up with and budgeting for all of these changing trends can be an enormous, near-impossible task. That’s why your current client base might be the best resource for leads and referrals. You have to do much less work to wow prospective clients with your Instagram stories and GIF game when someone you work with can recommend you to their circles.
Keep in Touch
It pays to keep in touch with existing clients. Of course, you should be aware of the new GDPR rules regarding the storing and processing of personal data but where possible, keep a friendly dialogue open with your clients. Ask to add them to LinkedIn as a connection or drop them a line now and again asking how things are going. Not only does it keep you in their mind for future opportunities with them but it may also result in a recommendation to someone else.
Skills Change
Much like how marketing trends change, so too do business trends. Over the thirty years I’ve worked as a sales coach, I’ve seen and even helped to develop multiple new courses based on new methodologies. Professional Selling Skills, FAB and USP, Solution Selling, LAMP, SPIN, Value, Challenger, Social – I’ve had to learn new skillsets to do my job as I’m sure most of you have to do yours.
Staying at the forefront of your area of expertise, learning new skills and offering them to your existing clients can also help you get those referrals you want. If a current client doesn’t need the new programme or service you’re offering, they may well know somebody else who does.
Keep online profiles, websites, blogs, etc. up-to-date with every new skill you’ve gained and the service you offer. I recommend a periodic review of your most important marketing assets to make sure the information they contain is current and relevant.
Let Clients Know of Other Services
I offer a variety of services in addition to sales coaching. If you also provide several services, then make sure your clients are aware. They might have contracted you for one area and not know that you’re adept in other areas that they have a current need for. Even if a customer doesn’t need another service immediately, they may require a future solution or, again, be able to refer you to another prospect within their circle.
Be sure to listen to your clients. You’d be surprised how often a customer might mention a specific challenge or obstacle they’re facing that you’re ideally placed to help with. Remember, if you can offer the solution they need then speak up!
Ask for Business
Never forget to ask for more business. Let your customers know that you’re available and ready to work at any time in the future. Sometimes a client might even have more of the same work for you now. Don’t start spamming inboxes, of course, but remember that a little persistence isn’t a bad thing. If your client is happy with the work you’ve done, then they will be more inclined to give you further business.
In closing, always keep a positive relationship with your clients. Keep in touch with them, try and connect with them on platforms such as LinkedIn and always keep them notified of anything new you might be able to offer. Your existing clients can be a strong source of repeat work and a powerful voice with their referrals and recommendations.
