Your staff are key drivers of referrals into the business; they talk to clients throughout the week, so you need to be confident in what they’re saying.

Consider creating a cheat-sheet to sit on people’s desks that states concisely:

• What specific value and benefits you deliver to each client segment.
• The range of services that you offer to clients (this also helps them to upsell and cross-sell).
• An agreed definition of what an ideal new business client ‘looks like'.