Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

WHY RETAIN CLIENTS?
If you’ve been in business for a while, you know there are several strong arguments
for why it makes sense to retain your clients—in addition to the fact that it takes
ten times the effort, ten times the money, and perhaps one hundred times the
amount of time to land a new client as to obtain repeat business. Let’s consider
why this is worth a chapter in this book.
Retaining clients for repeat business means you will be able to save time,
money, and energy on marketing, as mentioned. In addition, there is less time
delay from the time the client hires you to the time you can begin the work. This
is good for the client because you will be able to start the project sooner than a
new consultant could. And while I don’t mean to sound crass, this is good for you,
too, because it translates into less time before money can be deposited into your
bank account.
Retaining clients means that you are aware of the idiosyncrasies of the organization.
You will spend less time getting up-to-speed about the politics, an advantage
for both you and your client. If there is a glitch, you will know how to resolve it
faster than if you were working with a new client. For example, you may already
know your way around the accounts payable department should there be a delay
with your check.
Retaining clients means that you will become more and more valuable to the
organization. The client will call you regularly to assist on many projects. Each assignment
will build on past work. In addition, you can expect to be referred from
department to department. This is good for your client because you will be able
to get up-to-speed faster. It’s good for you because you will not need to do as much
research and background work.
Should work be presented for competitive bid, you will have an unspoken advantage
both in what you know about the client and in what the client knows
about you. And during difficult economic times, a client who know your work will
not even second-guess the need to call on you for your assistance—without asking
for bids.
Finally, you will have developed one of the most valuable marketing tools—far
surpassing any we discussed in Chapter Five. A client’s referral is gold in your marketing
plan. A solid relationship with clients ensures that they will give you glowing
referrals. In addition, they will refer you to others without you asking them to
A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 185