The best way to develop new business is to make sure you’re taking care of your existing customers. This has been a foundational tenant on which I’ve built a philosophy of program management and new business development. The two should never be mutually exclusive.
In working with clients from federal government agencies, to large hospitals and healthcare networks, to small businesses, I’ve seen that if you neglect your existing customers to go and chase the next big opportunity, you’re just as likely to lose customers and clients as you are to gain them.
Understand your customer. Build a foundation of trust with them and develop a process that meets their needs.
Bring on good people and make sure they’re a good fit with the program and for the challenges at hand. By building this foundation of trust and proven good work, the next “new” customer can often be more work with your existing customer base.
Those good results get noticed. They become the best tool to grow your program or business. That new business offers an opportunity for a new perspective and new challenges create opportunities for new solutions. Those new solutions can be brought back to your foundational clients. Make sure they know how new opportunities for you will come back to benefit them.
While every good consultant should always keep their eyes on the horizon, never forget the steps you’ve taken so far and the people you supported along the way.