As your company grows, it is essential to not only maintain your clientele but to also expand on it. A popular client acquisition strategy has become to be known as the “warm market prospecting.” The strategy essentially has you engaging with those you have already done business with. The focus is not necessarily to try and sell them on anything but rather to re-engage as a way to see what is occurring in the business aspect of their life.

Entrepreneurs argue that the reason this strategy works is because it is much easier to gain business through a preexisting client rather than trying to gain a new one. If you have worked with someone in the past and have provided them with satisfactory results then they are much more likely to do business with you once again. This “warm market prospecting” strategy puts a focus on that area of your overall client acquisition strategy.

The “warm market prospecting” is a four-step process.

First, you identify your past clientele and input those name into your business Customer Relationship Management (CRM) database.

Second, you begin making contact. Your message should include your name, a welcoming statement, a statement relating to how their business is doing, a comment regarding on how you may have an idea that may be of interest, and an available time slot in which you could further discuss the details.

Third, listen to their response to your statement(s) and add value. Base the conversation on how your ideas could assist them with problem areas they are facing with their business.

Lastly, offer the client continued assistance. This does not necessarily mean that you are automatically regaining them as a client. You can offer to go grab a coffee or to schedule additional time to discuss their situation.

The strategy does not always entail a client. When the call is over, 10 to 20 percent of the time there may be no additional business inquiries, however, 70-80 percent of the time some type of opportunity is created through the re-engagement.