CHAPTER 4

Leveraging Clients to Get New Ones

Your existing client base is one of your most valuable assets. Top performers regularly generate 75 percent of their new business from referrals and introductions from their existing clients. They also spend the majority of their marketing time servicing the needs of their existing clients. When you think about it, your existing clients represent your very own private network, and when done well, you may not even need any other marketing techniques to achieve consistent and superior organic growth. Leveraging your existing client base is much easier than cold calling. Let’s say that you have a base of 700 clients, and 20 percent of these clients provide you with two referrals, which equals 280 referrals. ...

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