Almost.

The reality is, most organizations spend a ton of time, energy and money looking for new relationships and almost no time, energy and money making existing relationships grow.

Huge mistake.

I know you've heard this before but it is worth repeating: Your biggest source of future income will come from current customers.

Yes, customer service is critically important and you should make sure you don't give them a reason to not come back. But furthering that relationship through upselling and cross-selling is important, too. And it's the one piece of the marketing puzzle that too many organizations are missing.

The next time you think about spending money on a campaign to attract new clients, take a moment to think about what you can do to get current customers to come back. It's not only more profitable, it's also a much easier sell. After all, they already know and trust you, right?

You wouldn't buy a potted plant, put it on your desk and then let it wither away for lack of attention, would you? (The answer is supposed to be "no.") Because that's exactly what you are doing to your clients if you don't nurture those relationships.