Track where work comes from

Record the source of every new client: referral partner, existing client, event, website. Over a year you’ll see which relationships deserve more of your time.

A proposal pipeline

New enquiry → discovery call → proposal in progress → proposal sent → engagement signed. Put a value and expected start date on each, and follow up proposals within a week.

Keep in touch with past clients

Many firms’ best source of new work is past clients. Save a view of clients you haven’t spoken to in six months and work through a few each week.

Hand over cleanly

When the engagement starts, the people doing the work need the context the partner gathered. See the sales-to-delivery handover.

Proposals that win more often

  • Restate the client’s problem in their own words before describing your approach.
  • Offer two or three scope options with clear outcomes.
  • Be specific about timing, deliverables and what you need from them.
  • Follow up within a week, ideally with a short call.

Managing referral partners

Many firms rely on a handful of referral partners such as accountants, lawyers or other consultants. Record each partner as a company with the clients they have referred. Check in regularly, thank them for referrals and send work their way where it makes sense. A CRM makes it easy to see which partnerships are active and which have gone quiet.

Tracking engagements over time

Record the start, end and value of each engagement on the client’s record. Over time you will see your average engagement size, how often clients come back and which services lead to further work. That helps with pricing and with deciding where to focus your marketing.

Keeping notes that help later

After every client conversation, write two or three lines: what was discussed, what was agreed and what happens next. When a client calls months later, or a colleague takes over, those notes save time and make you look organised.

A worked example

A two-person HR consultancy wins most work through referrals from accountants. They record every referral partner as a company, link the clients each one refers and set a quarterly reminder to check in. When they notice one partner has sent nothing in six months, a coffee reveals the partner’s new junior staff didn’t know about the consultancy. Two new referrals follow within a month.

Quick checklist

  • Record the source of every new client.
  • Track proposals with value and expected start date.
  • Follow up proposals within a week.
  • Write short notes after every client conversation.
  • Check in with referral partners regularly.
  • Keep in touch with past clients.

Keep confidential material where it belongs

A CRM is a good place for relationship history, proposals and follow-ups. Formal engagement records and confidential client files may belong in a system built and approved for them. Decide which is which before you start.

Explore the professional services starting point.

Common questions

What should consultants track in a CRM?

Enquiries, referral sources, proposals, engagements, key contacts and follow-ups.

How do we follow up proposals without being pushy?

Agree a follow-up date when you send it, then call on that date with something useful to add.

Should past clients be in the CRM?

Yes. Past clients are often the best source of new work and referrals.

This guide is general information for Australian businesses, not legal, tax or financial advice. Check anything specific to your situation with a qualified adviser or the relevant government agency.