Focus Where The Trust Is
Deepen value with current clients - and get more from what’s already working.
Have you noticed how easy it is to chase the “new” at the expense of what’s already working? In tough markets, businesses often double down on prospecting - but the quickest wins usually lie with the people who already trust you.
When you think about it, every repeat sale is the reward of earned trust. Your current clients already know you, they already value what you bring, and they’re often open to more - if you ask, if you show up, and if you help them see what’s possible.
A great mantra for this is, “The cheapest sale you’ll ever make is to the client you’ve already got.” The biggest leaps I’ve seen companies make haven’t come from a cold call, they’ve come from intentionally deepening relationships and uncovering opportunities that were right in front of them.
Here are three practical steps to sharpen your focus:
Map your client base. Who are your top 20% - the ones who bring in most of your revenue? Spend more time there.
Ask better questions. Instead of “Is there anything else you need?” try “What’s changing in your business this quarter, and how can we help you prepare?”
Add value before upselling. Share an insight, solve a small pain point, or introduce a resource that shows you’re invested in their success
The danger is assuming loyalty means clients will automatically stick around. Competitors are always knocking. Trust isn’t a one-off achievement; it’s a relationship you maintain.
So here’s my challenge to you:
→ In the next week, choose three of your most trusted clients. Reach out not to sell, but to serve. Ask what’s shifting in their world and look for one way to add value.
That simple step might open the door to more than you expect.
