Now I am sure you are asking: what can he be on about?
Coffee table and business growth?
Let me explain.
One of my clients was struggling to reconnect to his older clients, ones that he had not seen and spoken to for more than 18 months. He believed that sending them a letter or just calling on them would not be sufficient to engage them. So, we started exploring a few ideas and realised that the business would be 25 years old this year. This prompted the idea of a coffee table book retrospective celebrating 25 years of my clients company. My client started calling round and explaining the concept to old clients and that he would like to come round and photograph them and the work that they had completed for them so that it could be included in the book.
Reaction: who would refuse the honour of being asked to be included in a book.
Result: reconnection with old clients, reinvigorated relationships and lots of new business.
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