1. It costs less to delight a client than it does to frustrate him. You pay to delight them once, but you pay for frustrating them forever.

2. You’ll never be passionate about selling yourself until you start searching for cli­ents you’ll be passionate about serving. Remember, a great client is one for whom you’d work for free, but one who’d never ask you to.

3. The most effective way to get new clients is to impress old ones. Measure the happiness of your existing clients with the same diligence you measure your time, so you can work less on developing new business and more on deserving it.

4. When meeting a potential client, don’t sell your competence, sell your com­passion. They must know you care about them before they’ll care about you.

5. Recognize that while it is usually easier to ask for new business from prospective clients than it is to ask for more business from current ones, it is rarely more profitable.

6. The most compelling thing you can sell to a prospective client is more sleep. Ask what problems keep them up at night, and build your business around solving them.

7. There are (at least) 10 things your cli­ents wish you’d do differently, and I bet you don’t know what they are. Innovation begins with conversation. Engage your clients so they’ll keep engaging you.

8. If your clients can go months without hearing from you, they can go forever without recommending you. To lawyers, indifference and incompetence are two dif­ferent things. To clients, they are one and the same.

9. Never assume your current clients know all you can do for them. Never believe your former clients remember all you did for them. Reach out to both and remind them. New business will follow.

10. The single best sales strategy in the world is to find your best clients and ask them, “How do I get more clients like you?”

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