How to Find the Value in Your Current Client Base

how to find the value in your current client base

In a recession, it’s more important than ever to find ways to grow your business. But with so much uncertainty, it can be difficult to know where to start. The first thing to do is to find the value in your current client base.

Consider the concept of the “golden egg” client — the one that yields maximum returns with minimal effort. These are the customers who provide substantial value, either in terms of financial contributions or due to the convenience of working with them. Channelling your marketing initiatives towards attracting similar customers can be a valuable strategy.

9 More Ways To Find The Value In Your Current Client Base

Let’s delve deeper into 9 techniques to unveil the hidden potential in your current client base:

  1. Devise a Growth Plan and Strategy: Start with a clear roadmap that outlines your ambitions for the coming period. What does success look like for you in a year’s time? Having a clear picture of your destination aids in identifying the kind of clients that will catalyze your journey towards that goal.
  2. Identify your “Golden Egg” Clients: These are your star customers, the ones that bring unparalleled value. They might be your highest paying clients, or perhaps they’re the ones with whom you have a seamless collaboration. Identifying these key players will allow you to direct your marketing resources towards acquiring similar clients.
  3. Design Detailed Client Personas: By developing comprehensive client personas, you gain a deeper insight into your ideal customer profile. Understanding the nuances of their preferences, motivations, and challenges enable you to design targeted marketing materials that resonate with them on a personal level.
  4. Deepen Client Relationships: Building robust relationships with your clients is crucial. Make an effort to understand their specific needs, challenges, and goals. By doing so, you can tailor your services or products to meet their expectations, leading to higher satisfaction, loyalty, and referrals.
  5. Offer Tiered Pricing or Packages: Different clients have different needs and budgets. Offering tiered pricing or packages can help you cater to a broader range of clients, making your services or products more appealing to your existing client base and potentially driving more sales.
  6. Leverage Client Feedback: Encourage your clients to provide feedback on your services or products. This feedback can be a goldmine of information, helping you identify what’s working well and areas for improvement. Implementing their suggestions not only improves your offerings but also makes your clients feel valued and listened to.
  7. Implement a Referral Program: Your existing clients can be your best brand advocates. A referral program can incentivize them to bring in new clients similar to them. This not only increases your client base but also brings in high-quality leads that are more likely to convert and stay loyal.
  8. Upsell and Cross-sell: Take advantage of opportunities to sell more to your existing clients. If you have related products or services, consider cross-selling them. If there’s a premium or more extensive version of a product or service they’re already using, try upselling.
  9. Regular Communication and Updates: Regularly communicating with your clients keeps them informed about your latest offers and news, making them feel connected to your business. Regular updates could be through newsletters, personalized emails, or social media platforms.


All these strategies have a shared purpose: to generate increased value and drive business growth from within. They underline the importance of not just looking outward for new opportunities, but also focusing inward to maximize the potential of what you already have.

Implementing these techniques may require a shift in perspective, but the potential rewards in terms of increased client loyalty, business resilience, and revenue growth are substantial.

In the face of a recession, this could mean the difference between merely surviving and truly thriving.

Mark Anderson

"We have developed a great working relationship with Graeme and the team over the year and their priority is always to go beyond simple accountancy practices"

Mark Anderson – Managing Director of Cobalt Scaffolding Limited

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