Are you taking your current clients for granted?

When it comes to business development, there’s one truth that never changes: It’s always easier (and more profitable) to expand work with an existing client than to win a new one. And yet, how often do we take our current clients for granted? With Q2 underway, it’s time to shift gears and focus on nurturing your existing client base.

Research shows that selling to an existing client is 60-70% more successful than trying to win a new one. If that’s not reason enough, consider this: clients who feel valued and understood are more likely to engage you for higher-value projects, recommend your services, and become long-term partners.

So, before you look for new business, let’s make sure you’re maximising the potential of what’s already in front of you.

Step 1: Review your client list
Start by getting your client list from the last 18 months. Identify those you’ve been consistently working with and those who have gone quiet. Who are the clients you’ve recently completed matters for, and who might need a check-in?

Step 2: Re-evaluate your service offerings
Next, take a critical look at what you’ve been delivering versus what the client might need now. Have their business priorities shifted? Are there new legal challenges or opportunities on the horizon that you could support? Make a note of potential value-adds and expanded services you can offer.

Step 3: Schedule a “strategic check-in” call - DO NOT SEND AN EMAIL
Pick up the phone and schedule a “strategic catch-up” session. This isn’t about selling— it’s about checking in on their current needs, sharing industry insights, and showing that you’re invested in their success. Use this conversation to uncover areas where you could provide more support or expand your engagement.

Example:
“Hi [Name], I’d love to catch up and hear more about how your team is navigating [Current Issue]. I’ve been working with a few other clients on similar challenges and would be happy to share some insights that might be helpful. Let me know if you’re free for a quick chat next week?”

Step 4: Make sure they feel valued and heard
Small gestures can go a long way. Send a handwritten note, forward an interesting article, or invite them to a relevant industry event. I used to work with a partner who would buy books. He would write a personal inscription and send to them. The goal is to make them feel valued beyond the transactional nature of your work.

Your Q2 challenge—Identify 5 clients and reconnect
Choose five clients that you haven’t engaged deeply with recently and schedule time to re-establish those connections this quarter. By the time Q4 rolls around, you’ll be in a stronger position to secure more work and finish the financial year with a bang!

Remember: Your existing clients are not just business—they’re relationships. And relationships thrive when nurtured with authenticity, care, and consistent attention.