The pursuit of new clients may be a rush, and landing them is even more fun, but a firm’s bread and butter is its existing client base. The Pareto Principle, which posits that 80 percent of a company’s revenue is typically generated by 20 percent if its clients, is still valid today. As such, while it’s important to always be on the hunt for new clients, doing so in a way that enables you to keep your core focus on existing clients is a very prudent play.

In that regard, it is a truism that doing excellent work at a cost that is in line with or less than what a client anticipates, are the two best ways to hang on to your clients. It is much like solid blocking and tackling in football—if you keep churning out good results in a cost-efficient way, you’ll win a lot of games, or, more appropriately, will continue to win over your existing clients.

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