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Ackert Blog

Hidden Gold in Something Old

Do you see that? It looks like a shiny new opportunity. And once it catches our eye, we become fixated on it to the exclusion of anything else. There’s nothing we welcome more than a referral to a new prospect or client. But we often neglect the better opportunity: our former clients.

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Your former clients are already sold. They engaged your services once, and assuming they didn’t fire you, would take your call and possibly work with you again. Don't fall into the trap of assuming that they'll contact you if they need to re-engage your services. It’s been a year. Much has changed since your last interaction with them: their network, their needs, your resources, your expertise.

That's not to say that your former clients will always turn into new business. Perhaps they will refer you to a new contact they've made in the past few months. Perhaps you'll just catch up on new potential opportunities and leave it at that. But if you have to spend your time somewhere, start by trying to expand business with your existing clients, then move to your former ones before you forage into the cold market.

So, schedule some time next week to list your former clients. Pick one or two who are likely to have business potential and reach out to them. You’re likely to find some hidden gold there.

Authored by David Ackert

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