Let’s step away from a discussion of strategy setting here, so that I can rant about all the reasons a strategy of “New Client Acquisition” is such a bad idea. This is something I feel very strongly about, and if you follow this blog regularly, I hope that you’ll become inclined to agree with me. (How strongly do I feel about it? Well, I wrote a book for the alternative health industry with the subtitle: “Why focusing on getting new clients destroys businesses.”)
It all comes back to the vision you have for your business. I firmly believe that it is impossible to have both a client-centric focus and a “New Client” focus.
The reason is simple: The fulfillment of a client-centric focus requires you to build a lasting relationship built on trust and the benefits you bring to your clients over time. This cannot be achieved in 1, or 3, or 5 interactions. And if attrition is an issue in your business (as it is in almost every business), any strategy that is primarily aimed at attracting new clients will be at odds with the vision and value of building long lasting relationships with your clientele.