5 tips on building a client pool for your business

Yes, having a strong client pool is important, but it's even more important to keep that client pool growing. Without a strong client pool, you will continually chase after the same people, who represent only a fraction of your total audience. Instead, build a client base that cares about your product or service and then grow it organically — instead of through cold calling or marketing tactics — over time.

Marketing your business can be tough. If you're in a small business, it's especially difficult to reach out and find potential clients. Fortunately, it's not impossible. Here are some principles for building a strong client pool for your small business.

Maintain your current relationships

If you fail to take care of the clients you have right now, your client pool may shrink to a puddle before it even begins to grow. Meet their needs in an accessible and respectful manner. Ask what improvements could be made as well as what they want most from your business. Find out how they want to receive their products, communications, or service and make it happen.

Increase your referrals

Your best chance of success is to have a network of people who trust and respect you, and you can use those relationships to improve your ability to earn networking referrals. For example, if you want to get new clients as a tutor or teacher, the best bet would be to ask one of your existing students, parents, or colleagues for referrals or if you’re looking for clients as a writer or comedian, you should reach out to friends and family who are successful in those fields.

Diversify your reach

While diversification is never a guarantee that you’re going to reach your financial goals, it can help protect your business from future economic trends and seasonal swings. A diverse client base of entrepreneurs and smaller businesses is more likely to invest in your company because they feel confident about your business model and services.

Increase your social media presence

Increase your presence online, in print, and in advertisements. Show up in community spaces too. When you are more present, potential customers have the opportunity to find you and contact you with their needs. Create social media accounts at different locations and consider online marketing strategies like blogging, which may help build your brand and help reach new audiences.

Treat every client equally

A high-quality reputation is the key to success in any business. Treat all customers with the same level of service and respect, whether big or small, big potential or old established clientele. Your reputation is what sets you apart from your competition and allows you to build a solid client base.

Bottom line:

Your client list is like a portfolio of your work. To remain in business, you need to grow the number of clients you do business with. If you truly want a successful practice, your time commitment must be more than just “one of the other things” on your plate. Make it your priority and commit to investing in yourself as well as your business!

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