Making things happen in business and getting ideas off the ground is something that takes courage, effort and a decent level of ability no matter what you are doing. But pursuing and actually achieving growth is another step requiring a few different skills.

I attended a dinner this week where creative agency leaders discussed how to get more business from existing clients as one method and the ideas generated were very interesting. The talk was led by Louisa Pau – built and ran her own creative agency with a partner and sold it a few years back – and her insights were extremely useful.

The first was to create the actual/notional role of Head of Retention – this is a role that anyone can take but be sure that someone fulfills the requirement and delivers the goods in this area. Client visits, listening to their needs and ensuring that the basic question – can we help you in any other areas? – is always asked.

The importance of positive marketing messages and attention to detail in this area came next. Does your own website match those that you produce for your clients? Maybe not in the case of all creative agencies and in the rush to deliver this can often be forgotten – be sure to get it up to scratch.

And finally, construct contracts that consider not only the financial terms but the terms of the overall relationship with your client. Keep these updated regularly and it will keep you front of mind when new projects are on the table.