Henry had developed a strategy to realize his vision, developed a marketing program to attract the right people and had an effective process for converting prospects to clients.

His next challenge was to ensure those newly won clients would remain loyal.

To do this, he needed to follow a process similar to the one that governed his marketing activities.

Henry learned the following lessons in developing clients for life:

> Put yourself in the shoes of a prospective client and ask: “What would have to happen to make me willing to continue through the client-development process?”

> Make sure your pipeline-management process details what is said and done, and by whom, at every step.

> Set out the service standard you intend to deliver based on the way you segment your client base for marketing purposes.