We have two ways to grow our businesses: acquiring new clients and increasing revenue at current ones. It’s easier to expand an existing client than to acquire a new one. We need to focus on our current clients to unlock a steady revenue stream without the time and cost investments of chasing new clients. Research shows increasing client retention by just 5% can boost profits by 25% to 95%. Delivering exceptional service that inspires loyalty, upselling additional solutions, and fostering repeat business can dramatically increase revenue with less effort than finding new clients.

Start by categorizing your clients based on revenue, profit margin, and growth potential. Which accounts are consistently profitable? Which have room to expand? Which needs to be eliminated? Then break down all known roles, and prioritize them into a pipeline document. This is the most important part of our prioritization pivots. (Ask during Monday Spotlights if that doesn’t already make sense to you.)

The recruiting landscape evolves alongside your clients’ needs. Stay ahead by offering services they’ll require in the future. One recruiter we worked with recognized their clients were increasingly asking for diversity hiring. By introducing tailored diversity recruiting services, they not only met a growing demand but also positioned themselves as a partner. Regularly assess market trends and your clients’ shifting priorities to ensure you stay relevant.

Move beyond transactional placements by embedding yourself deeper in your clients’ operations. Offer workforce planning, succession management, or onboarding strategies. Becoming a strategic partner increases your importance and commands higher fees. Spend some Thinking Time on how you can embed deeper with additional offerings.

Bundling creates stickiness. The more services a client uses, the harder it becomes for them to leave. Let’s be creative and offer other services, such as online application audits, candidate experience assessments, or leadership coaching.

Stay visible. Regular check-ins thought leadership, and insights build trust and keep your services top of mind. Share industry reports, host webinars, or simply send personalized updates about market trends. You might even consider calendaring your most important clients for extra check-ins or set up Google Alerts for interesting news to share.

Whether you’re deepening relationships with your best clients or offering new services, these strategies will ensure you get the most from your current client base. As you refine your approach, remember that flexibility is key. Regularly review your efforts, measure success, and make adjustments. With a targeted focus on your existing clients, your business will grow stronger and more resilient, one relationship at a time.