Picture your next client, find them then start a conversation about what you do, but don't forget about your existing contacts, says Douglas McPherson

When you're selling to individuals rather than businesses, targeting new clients looks like an onerous task. Anyone could be a prospective client and many use this dilemma to exonerate their use of lazy tick-box marketing exercises (sponsorship, advertising, brochures) or, worse still, no marketing at all.

However, targeting is possible if you take time out to ask yourself - and your team - two simple questions:

1. Who are your current clients?

2. What type of client do you want?

The answers will provide everything you need to inform your marketing decisions.

I am often asked about the difference in value between work generated from existing clients and that of new clients. ...

Jean Yves

IICJ

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