Sales is a tricky business. You have to consistently pursue new opportunities while maintaining the relationships you already have.

The greater the emphasis is on ‘new’ the less attention is paid to ‘old.’ It becomes easy to convince yourself that your current clients are happy; that they’re going to stick around; and that you are realizing all the potential business from them that there is. It’s better known as the Comfort Zone.

The problems with the Comfort Zone are many. For one thing, you are making an assumption that it’s where your client wants to be. That’s a dangerous assumption. You don’t know at all whether your client is happy with the way things are. Being in the Comfort Zone gives you a false sense of security. You now have no idea what your client believes or what they’re doing.

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

Moreover, you have no idea if you have all the potential business – because you aren’t talking to your client. While you may have secured all of the business in the past – it’s the past. Times change, clients change, needs change. If you aren’t talking to your client you aren’t learning about them – their changes and their needs. While you’re in the Comfort Zone, someone else is addressing those issues with your client. Don’t assume that your client knows all of your products and services, and would contact you. It’s your job to keep in touch with them – not the other way around.

Ask yourself – am I in the Comfort Zone? Be honest with yourself. If you answer yes, it’s time to break out of the Zone. Create a plan to sit down with each client and catch up. If you’re feeling uncomfortable because it’s been a while, bring a small gift. It’ll help ease that awkward feeling. Once you’ve gotten caught up with your base, set up a system to make sure you keep in touch. Make it part of your routine; put it on your list; mark it on your calendar. Whatever works for you – DO IT!

Once you get out of your Comfort Zone – stay out of it. You’ll be a better salesperson. You’ll maintain more of your client base while bringing on more business.