"We need to focus on getting more people. No! We need to focus on keeping them."
- Very common business discussion
To recruit or retain is a CHIEF CONCERN of many great businesses. The strife of focusing on getting new clients or keeping your best ones CHALLENGES the most effective marketers worldwide. What is the CORRECT answer – recruit or retain?
This is a SIMILAR quandary as to that of a sporting team. Score more points or enforce better defense? Each is effective in its own right. You MUST score to win and you must defend so that the other team cannot score MORE than your team. It would appear that is neither right nor wrong?
The MAIN concern I have is that businesses BELIEVE that it is an ALL OR NOTHING strategy. That a successful business must DECIDE which is more important to their success. That somehow you have enough POWER and CONTROL that you can CHOOSE which one is more valuable.
2 DEGREE SUCCESS STEP:
The idea that one is MORE appropriate to focus on than the other is as silly as saying that it is more important to focus on SALES than OPERATIONS. They must LIVE in harmony people!!
What the REAL QUESTION should be is WHO will focus on recruitment and WHO will focus on retention?
SEPARATE the authority to the experts that are involved. If you have someone that is a MONSTER in the sales department, task them with the job of focusing on RECRUITMENT of new business. Then seek out your CUSTOMER SERVICE SUPERSTAR and task them with the assignment of RETAINING clients.
To believe that one supersede the other is a fallacy of business. Both are REQUIRED and AFFECTED by all areas of the business, from accounting to delivery. Which to do - recruit or retain? Yes!
Cheers,
Zach
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