Keeping the Faith

Faith is a wonderful thing and yet having it, in great quantity or not, will do little to help you regain business from dormant accounts.

You know the situation.

The project is completed and there is nothing left to do. You did a good job and the client is more than satisfied but you heard me, there is nothing more for you to do.  (And yes, you’ve explored ALL of the tangential projects as well.)

Yes. It’s over and time to move on to other projects and clients however although you are moving on, must you really get “divorced” from your previous, and now, dormant account?

The answer is a resounding no. Separation perhaps, but not divorce, because there is always the potential of a renewed relationship on yet another project further down the line.

But just how will you get that next project / renew the relationship?

Might it be by “keeping the faith”?  Definitely…NOT!

While faith is fab it does little to renew business relationships. You have to continue to add value to the business relationship even when that relationship is in a hiatus period. You want to maintain a connection but you must do it in a way that provides a benefit. That means sharing information and invitations. Extending worthwhile introductions. It doesn’t mean “checking in” or “touching base” and other overtures that will waste your (inactive) client’s time.

Yes, maintaining the relationship in such a manner that your reach-outs are desired.

So feel free to keep the faith but make certain to deploy sound sales and marketing tactics too. Then, and only then, might you see that client again.



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