Let’s say you have two tasks to do, one from a new client and one from an old. All things being equal, which one should you prioritize?
I’m going to say the quiet part out loud: Proritze the new client.
At first glance, this may sound awful. Older clients trust you. They expect the same high quality of service they’ve come to expect from you. So why are you letting them down?
However this is a negative framing, and you don’t need to follow it. Instead, consider the following: An older client should already trust you. They should understand you sometimes have different priorities.
Newer clients don’t have that trust yet, as you’re still in the process of building it. In order for new clients to become older clients, you need to provide an above average level of service.
Now this doesn’t mean you should neglect older clients. After all, you still want older clients to stay with you. But it does mean there will be some moments in which your focus is more on the new than the old.
The takeaway
Set yourself up for success by treating newer clients with slightly higher priority than older clients. This is one way to transform these new clients into old clients.
Do you disagree? Tell me why.