#15 - Why having 20 active clients is better than having 200
Wednesday Wisdom
Thought for the Week
Most businesses are so focused on attracting new clients that they forget to maximise the relationship with their existing ones. Have you spoken to your last 10 clients in the past 6 months?
I always value feedback & questions. Write to me at [email protected].
Hope you've had a great week!
🕑 2 mins
This Week's Insights🎙️
Over the past few months, as I've been speaking to different small business owners around the world, I noticed a strong pattern. Essentially, these businesses were struggling to find new leads, but when asked how frequently they re-engaged with their past clients, the majority of them said rarely.
What became evident was that these companies were sitting on databases of hundreds of past clients and prospects they'd simply lost touch with over time.
The solution? A re-engagement strategy to warm up conversations, offering no-pitch calls, and value-first touchpoints to reconnect with their existing audience. Here's the key insight: if they'd maintained consistent communication with past clients from the start, their business could have been easier to scale. Building engagement takes time; you can't flip a switch and expect immediate results when you need them most.
Simply put, your CRM shouldn't be a dusty storage warehouse where contacts go to collect digital dust. It's a client relationship management (CRM) software, not a digital filing cabinet. For example, my CRM contains just 4 elements: contacts (people), accounts (companies), deals (revenue), and dashboards (overview). Even as a small business owner, I use it proactively to understand my prospects & clients better, and generate new opportunities from existing relationships.
Practical Tips ✅
Create a “Top 20” list: Identify your warmest past clients and referral sources, then check in quarterly.
Set up a follow-up rhythm: Add a 30/60/90-day follow-up reminder after a project to ensure you stay top of mind.
Use helpful context: Don’t just say “checking in”; share an article, a win, or something thoughtful.
Top Resources This Week 🤓
📚Never Eat Alone
The book outlines, what distinguishes highly successful people from everyone else is the way they use the power of relationships so that everyone wins.
It is a CRM and email automation tool that helps nurture leads and build customer relationships through personalised marketing.
Explore effective strategies & practical steps you can take to increase your customer retention rate.
Did You Know? 🧠
Harvard Business Review found that acquiring a new customer is 5-25 times more expensive than retaining an existing one. Companies have a 60-70% chance of selling to an existing customer, compared to just 5–20% for a new prospect.
Systems beat hustle every time.
Build systems for any department that depends on you, teach them to run independently, and gain the freedom you started your business for.
That's all for this week.
See you next Wednesday!
Raman
P.S. To learn more about marketing and productivity, Follow Me on LinkedIn.
