All the more reason to maintain a database of your existing clients. Why? Because reselling to existing clients is easier than trying to sell to someone new, and it’s almost always more profitable.
Once you’ve acquired a client, there’s always the opportunity to either:
1) sell them additional services (what is known as “cross-selling”), or
2) sell them a more expensive version of their original purchase (or “up-selling”).
Since you already have a relationship with the client, these activities are easier and more effective than finding and winning new clients.
However, cross-selling and up-selling can be difficult if you’re not keeping track of your current clients. If you’re not already doing so, commit to collecting client contact information today and keeping it organized in a database.
There exists database software that can help you keep information organized, but some of you may be scared away by the idea of having to purchase, install, and learn how to use new software. While I believe the investment in money and time is worth it (and many of these programs are user-friendly and quicker to master than you might think), I would rather see you build a low-tech, homegrown database than none at all. Start collecting client information in a Word or Excel file, or even on paper or index cards if you have to.
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