by Peter Dickson
Today, I want to talk a bit about CLIENTS. And more importantly, why you should keep hold of them. It’s always tempting to strive for more and try to get as many new clients as possible, but when it comes to your voiceover client base, it’s not always the wisest decision. It’s important to remember that a loyal client base, who like your work is always going to be a safer bet than a new client who you’re still trying to sell yourself to. More can also be less.
Most of you have probably heard of the parable of the wise and foolish builder. The wise builder builds his home on rock, while the foolish builder builds his home on sand. It’s not hard to guess whose house faired better in the long run. Your voiceover business is a fitting comparison to this parable and I just want to run through why I think retaining that loyal client base is the rock that a solid voiceover career is built on.
But even though retaining clients is extremely important, it’s still no simple task. It’s a problem for all service businesses, not just ours.
Retaining A Client Base vs Acquiring New Clients
Big businesses spend billions each year globally on marketing their goods. Service companies spend similar amounts of money on acquiring new customers. But what the savvy ones amongst them have realised, is that it is more cost effective and cheaper to retain a client – than it is to acquire a new one.
Most of the big businesses in this country employ people in what are called customer retention departments. It is cheaper and easier to retain the client who will then give you repeat business than it is to search for and acquire a new client.
This is why it is vitally important to look after your existing client base. You can do this most obviously by delivering good work and keeping your promises, but there are lots of other simple things you can do to keep clients happy and keeping you in mind.
Read the rest of the article at Gravy for the Brain…