Do you spend too much time trying to get new customers, when you could use it more effectively winning it from existing ones?

Some years ago I was freelancing at a big, famous agency. I noticed they never seemed to pitch and I thought perhaps they’d lost their edge and were failing to get on pitch lists.

So I asked a full-timer about it.

“We don’t do pitches,” he said.

“What, not any?”


“Well then how can your agency grow?”

“We develop business with our existing clients.”

More recently, I met a guy whose agency had been thriving during the recession.

I asked him how they did it.

“We find out from our clients what services they’d like. Then we bring in the relevant expertise and open a new division.”

So now, in addition to offering clients the typical services you’d expect –  advertising, DM, PR, etc –  the agency also offers staff and management training.

And with those new services, the agency is winning more business from existing clients.

Then I thought of my own experience in direct marketing over the past 13 years.

The easiest gains were all made by cross-selling, up-selling and making special offers to existing customers.

So why make things difficult for yourself? Go for the easy sell – people who already buy from you.







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