Unpopular Opinion: Your Current Clients Deserve More Attention Than Prospects
Don’t get me wrong, a healthy prospect pipeline is a critical component to business success. But if you want to truly thrive? The truth is that your current clients are more valuable than the ones you’re chasing.
I’ve seen it hold in every industry, whether it be real estate, contract work, or the person who mows lawns, the same principle holds: strong client relationships drive sustainable growth.
Why Treating Clients Like Partners Will Always Win
You’ve probably heard the saying that goes, “a bird in the hand is worth two in the bush.” It means that it’s better to hold onto something you already have than risk it by going after something new. When it comes to client retention and client acquisition, the numbers are there to back up this theory. According to studies conducted by Harvard Business Review, it can cost five to seven times more to gain a new client than to retain one.
At ChoiceScripts, that philosophy shapes everything we do. Whether we’re delivering pharmacy benefit management solutions or providing one-on-one pharmacy consultation, our priority is always the same: support the clients who trust us today.
How to Nurture Real Relationships
We don’t treat relationships like transactions; we treat them like partnerships. That’s how we’ve built long-term success in the pharmacy benefits and consultation space, and that’s how we help our clients do the same.
When clients know we’re in their corner, answering questions, solving problems, and looking out for their bottom line, they stay. They refer. And they grow with us.
- Proactively check in—even when nothing’s wrong.
Don’t wait for a problem to call a client. Reach out to ask how things are going, offer a quick consultation, or share an industry insight that might benefit them. - Tailor your support like personalized care.
Just like pharmacy benefit management isn’t one-size-fits-all, your client service shouldn’t be either. Take the time to understand their unique goals, pain points, and communication preferences. - Celebrate their wins, not just your renewals.
When a client hits a milestone, whether it’s a growth goal, a new contract, or improved pharmacy benefits utilization, reach out with a congratulatory message or small token of recognition. - Invite their feedback like you’re building something together.
Ask them what’s working and what’s not. Treat feedback as a joint investment, not a critique. It reinforces that their opinion matters. - Make them feel like insiders.
Share behind-the-scenes updates, upcoming changes in pharmacy benefit management, or early access to new pharmacy consultation tools. Help them feel like part of your inner circle. - Be responsive, even when you don’t have all the answers.
You don’t need to know everything on the spot, but being present, honest, and quick to follow up shows you care more about the relationship than just the transaction. - Introduce them to others who can help.
Whether it’s a contractor, broker, or another vendor, making valuable connections on their behalf goes a long way toward building loyalty.
Rooting Your Business in Client Trust
If you’re trying to grow your business, don’t start with your next cold lead. Start with the clients you already have. Ask yourself:
- Are they getting the most from their pharmacy benefits (or whatever service you provide)?
- Do they feel supported in their experience?
- Are we delivering real value through our tools and resources?
Business growth through relationships is sustainable. It’s rooted in trust. And it’s how we’ve built a name clients can count on.
So, before your next pitch, call a client and ask how they’re doing. Take a moment to thank them. Real growth begins with the people who believed in you first.
1Forbes: Customer Retention vs. Customer Acquisition