Are you nurturing your future profit pipeline?

Posted by: Krishna De | Posted on: September 28th, 2006 | 0 Comments | Posted in: Uncategorized

As a professional services firm, one of the keys to growing your business is nurturing your current clients – as we have mentioned many times, in Biz Growth News, the resources to attract a new client far exceed those that it takes to support a current client.

But all too often I see that the potential assets of a professional services firm are been neglected not nurtured.

Take for example a recent conversation  I had with a recruitment company.

They have a great target market and work only with recruiting marketing talent.

They in fact have 2 stakeholders – the companies asking them to fill roles and the candidates they place.

However they are not considering the talent in their list of people they have placed.

My recommendation to them was to review their past clients on a twice yearly basis as you would the talent inside your organisation. 

Then determine what programmes that they will put in place to nurture the relationships with the 20% of their previous clients in very specific ways – this top 20% are the people that they can foresee will move into more senior roles and could infact move from being a candidate to a client in years to come.

The remaining 80% would still need to be engaged in some form of relationship marketing programme so that they continued to build a relationship with the recruitment agency.

So what assets are you leaving to decay in your business?  How can you nurture relationships with todays consumers who may become tomorrows leaders and buyers of your services?

©Krishna De, Oneocean Ltd 2006.  All rights reserved.

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