Get Fewer Clients
Many speakers, trainers, coaches and consultants focus all their marketing
efforts on getting more clients. That's not necessarily a bad thing,
especially when you're first establishing yourself in your business.
However, sometimes more clients can be a bad thing, especially compared
with getting more business from existing clients.
In other words, your business will almost certainly improve if you have
fewer clients, but more business from those clients.
How much are new clients costing you?
How much work does it take to get a new client? Take a few minutes now
to calculate the amount of time you spend in:
- Cold calling
- Initial phone call
- Preliminary meetings to understand their requirements
- Writing proposals
- Follow-up phone calls and meetings
- Pre-event queries from conference organisers and meeting planners
- Internal administration
At your current hourly rate, how much does that end up costing you?
When you add up all the costs, you might be horrified at the cost!
Even if you end up with a profit on that job, it's probably a much
smaller profit than you would like.
It's much easier to work with existing clients.
On the other hand, how much does it cost to get more work from an
There might still be some costs, of course, but they are likely to
be far lower than for a new client. Your existing clients know and trust
you, so they require less justification and reassurance. You might
even find that some of these costs are paid by the client as consulting
In fact, if you build a strong relationship with your clients, and keep
offering them adidtional services as part of your normal marketing process,
you will find that many clients approach you for more work, rather than
the other way around. This makes it so much easier for you to get the
The secret is to focus on the relationship.
To foster this repeat business, focus on the relationship with your
clients. Rather than treating them as a single conference presentation,
a one-off training workshop, a consulting package, or a series of
coaching sessions, look at them as a client with on-going problems
and issues to resolve.
The most important thing you can do is to keep in touch with your
clients, while making sure that you offer value every time.
Technology now makes this easier than ever.
Use our Fast Forward package
Our Fast Forward Web site package includes many ways
to build valuable relationships with your clients, including: