Successful selling requires a balancing act: You have to pursue new opportunities while maintaining the relationships you already have.

The problem is that the more you emphasize “new,” the less attention gets paid to “old.”

It becomes easy to convince yourself that your current clients are happy; that they’ll stick around; and that you’re realizing all the potential business from them that there is.

That’s a Comfort Zone, and it’s dangerous. You may not know at all whether your client is happy with the way things are. And that kind of assumption gives you a false sense of security. Unless you ask, you have no way to know what your client is thinking or doing.
Are they shopping around?

For all you know, your client could be shopping for a better deal. If they aren’t shopping, they could be open to an approach by your competitors. How do you know whether they are entertaining those offers? In the Comfort Zone, you don’t.

Moreover, you have no idea if you have all their potential business – because you aren’t talking to them. In the past you may have secured all that business – but times change, clients change, needs change.

If you aren’t talking to your client you aren’t learning about their changes and their needs. While you’re in the Comfort Zone, someone else is addressing those issues with your client.

Ask yourself – am I in the Comfort Zone? If so, create a plan to catch up with each client.
It may feel uncomfortable to engage in these conversations with a “happy customer.”

That’s good. Sales happen when you’re on the edge, not in the safe, soft middle.

Once you’ve caught up with your client base, set up a system to stay in touch. You’ll maintain your base while bringing in more business.