You know you’re going to get hungry later. So, what’s your plan?
Got some pasta in the cupboard? A stash of emergency snacks? A frozen pizza ready for when you can’t be bothered to cook? Of course you do - because you understand that future you will appreciate the effort present you puts in.
Now, imagine the alternative…
You wait until you’re absolutely ravenous, then realise you have nothing in the house. So you throw on whatever’s closest, drag yourself to the shop in a bad mood, and panic-buy something disappointing.
It’s completely avoidable - and yet, so many businesses take this exact approach to new business.
Why Wait Until You’re Desperate?
You know your company will need new clients at some point.
You know even your best, most reliable customers won’t stick around forever.
You know the competition is out there, always making moves.
So why would you wait until your pipeline is dry before doing something about it?
Starting your outreach now means you can build relationships before you need them. You can experiment, refine your messaging, and establish a steady stream of opportunities - without the stress of needing instant results.
Too often, we hear: “We’re fine for now; we don’t need to focus on new business.”
That’s a dangerous mindset.
Every business, no matter how strong, loses clients. If you can afford to lose a few and keep going, great. But if even one key client disappearing would put you in a tight spot, don’t wait until you’re struggling to start looking for new work.
Plan ahead. Keep your pipeline full. Don’t let your business go hungry.