Which is better... new or existing clients?

Easy, existing clients. Existing clients should be the main focus of any marketing campaign. Why? Well, for me I know these clients use professional designers. For you, it may be that you know those clients have bought your products and like your brand. That's always a question that I ask when I'm approaching new clients and it's one that many business persons ask themselves. So many businesses overlook their current clients in search of the ever elusive audience "X." What is audience "X?" It is the audience that many companies laud as bringing them into making their millions. If they can just tap into the surface of this audience, they would be set! This is a HUGE misconception.

If you don't know your target audience, then you will NEVER get to audience "X." Spend more time looking at your current clients and ask them why they buy your product or service. You can't answer these questions fairly, so let your customers do it for you. Put a survey out there. Survey Monkey is one online-based company. You could also consider sending a survey in the mail. Ask appropriate questions and hire someone to put the survey together for you. This person or company should be a true third party and unbiased. The better the questions, the better the results. You might be surprised at what your customers are saying. Fix the bad and push the good.

I always focus my marketing efforts on appealing to my current clients. Chances are if you have developed a loyal group of clients like I have, then what you do for them will also get you new business. 85% of my business is from repeat customers. This is far above the average for any designer. Why is this true for me? I take care of problems when they arise, I listen and I do a good job.

Many of my colleagues would argue that new clients are the way to go to grow your business. You do need to find new clients, but you can't do this at the expense of your current clients. Your current clients are the ones that have helped you grow your business thus far and they should not be ignored. Sometimes you make mistakes and clients disappear. Sometimes you do everything right and clients still disappear. Do what you can to find out why you've lost a client and fix it for the next client that comes your way. If you learn from past experiences, then you have not made a mistake. If you continue in the same pattern and don't learn from past experiences, then you'll have to call them mistakes.

Keep an open mind. Know that you can't please everyone all the time and say no to the projects or customers that drag you down emotionally or are too time consuming. No matter how much they pay. Do the right thing and profits will follow. Take time to get know your clients and enjoy spending time with them as people. Stop looking at them as dollar signs. Stop letting money rule your world. All that will bring you is heartache. Ask yourself, what will I have if all my money goes away? Spend time with your friends and family. Am I saying take a vow of poverty? Absolutely not, but what I am saying is to take on projects that feed your soul and treat your clients as fellow human beings. Remember, do the right thing and profits will follow. Volunteer, donate some money or your time to your favorite non profit organization. Ask yourself, "When is enough, enough?" Ben Franklin asked this question and decided not to patent all of his inventions to benefit the greater good. He said one day that he had enough. Enough money, enough resources, enough. He wanted others to have enough. So get up early in the morning, go to bed early and be healthy, wealthy and wise. Don't forget to ask yourself when is enough, enough.