Shelf Life

FRUIT CAKE ...

What's the shelf life of the traditional holiday fruit cake? It depends on who you ask! Most people that I know really don't like it and would probably keep it on the shelf for a long time. That's if it actually even stays on the shelf and doesn't find itself in the trash can. Logistically, fruit cake can have a shelf life of 4 months to a year ... depending on how much whiskey it contains!

What's the shelf life of your clients? Well, that depends on if that client came to you from an ad, a cold call or a referral. Studies have shown that a client that comes to you from a referral source typically will stay with you longer than the others, all else being equal. A referred client enters the relationship with you at a much higher level automatically since they were recommended by someone they know and trust. This person will also hold onto your business card longer and be more inclined to refer you as well.

So, think about it. If you want clients that have a long shelf life, like fruit cake, work your network to get more clients referred to you!