Home topics small-business-resources sales-and-marketing Managing Marketing Managing Harness the power of your existing clients: your most valuable asset Lawrence Petroni February 2, 2011 When a business first starts out, they spend a lot of time working out their niche market, defining who your ideal client is. They spend a lot of time working out how to attract them to their business. Then they spend more time learning how to sell their products, figuring out how to better convert your inquiries into sales to sell more product. What happens next is the business get busier, it is ticking along, starting to grow. Then at some point, the business starts to think; ‘We need more clients, more sales, more cash flow.’ Many businesses fall into the trap of spending more time and money always trying to find new clients. Unfortunately, lots of businesses are neglecting one of their most valuable assets, their existing clients. They have already invested countless hours and a fair chunk of change trying to attract these clients in the first place. I am not saying don’t try and get new clients, you need to do this. I am saying appreciate the ones you already have, they are the most valuable asset you have in your business. Sometimes it seems like some businesses go out of their way to ignore their existing clients. This may be a little harsh; however, they certainly seem to neglect their current clients, in favour of finding new ones. In doing so, they are