Don't Forget the Hand That Feeds You

BY: LORNE COLLIS

In the busy world of small business, it is very easy to forget the people that led to your early successes -- your clients. Successful small business people often develop an effective regimen to help in recruiting new clients. Networking groups, support systems, effective marketing campaigns and a disciplined approach to seeking out new leads have proven valuable assets for entrepreneurs. And of course, providing A-1 service once you receive that lead will go a long way towards building your business.

But when was the last time you re-visited your client list? In a world driven by new business and better service, sometimes we forget to look at our most valuable marketing tool ? our existing client database.

How much does it cost to find a new client (in terms of both time and hard dollars)? How much does it cost to Keep In Touch with an existing client? A directed referral from a satisfied client is more than ½ way to a sale....you don't have to sing your praises. Someone else already has.

Good networkers are always looking to meet new people. Great networkers strive to stay in touch with people they already know! Whether you develop the discipline to stay in touch with your existing clients, or you retain the services of an outside service, it is essential that your name be front and foremost with those who know what you can do, and can assist in bringing new and repeat business to your door.

Lorne Collis of KIT Services specializes in client retention marketing. He can be reached at (90) 846-5687.

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