a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much

If you run a small professional business like I do, the question of “How To Win New Business” is always at the top of your mind.

You cannot grow and prosper as an Accountant, an Attorney, a Dentist, Consultant, Designer, Trainer or a Coach unless you consistently win new clients.

This got me thinking about how you tempt prospective clients. How you get them interested in your services.

When I was a small boy I lived in a house beside a river. It was quite natural that I took an interest in fishing.

It didn’t take long to work out that a naked hook never caught a fish. So I developed a keen interest in baits.

There was a damp patch in a nearby apple orchard which was good for worms. And maggots liked the compost heap. Stale bread never got thrown out in our house. I would moisten it in cold water and sprinkle it over the surface of my fishing ground to attract the fish.

But it was a waste of time throwing bait into the fast flowing stream. That was where the salmon ran and I couldn’t afford the lures for such big fish. I had to cast my line into the quiet backwaters where the mighty salmon’s poorer relatives fed.

My favourite spot was a small bay just below a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much

thinking about how you tempt prospective clients. How you get them interested in your services.

When I was a small boy I lived in a house beside a river. It was quite natural that I took an interest in fishing.

It didn’t take long to work out that a naked hook never caught a fish. So I developed a keen interest in baits.

There was a damp patch in a nearby apple orchard which was good for worms. And maggots liked the compost heap. Stale bread never got thrown out in our house. I would moisten it in cold water and sprinkle it over the surface of my fishing ground to attract the fish.

But it was a waste of time throwing bait into the fast flowing stream. That was where the salmon ran and I couldn’t afford the lures for such big fish. I had to cast my line into the quiet backwaters where the mighty salmon’s poorer relatives fed.

My favourite spot was a small bay just below a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much

loped a keen interest in baits.

There was a damp patch in a nearby apple orchard which was good for worms. And maggots liked the compost heap. Stale bread never got thrown out in our house. I would moisten it in cold water and sprinkle it over the surface of my fishing ground to attract the fish.

But it was a waste of time throwing bait into the fast flowing stream. That was where the salmon ran and I couldn’t afford the lures for such big fish. I had to cast my line into the quiet backwaters where the mighty salmon’s poorer relatives fed.

My favourite spot was a small bay just below a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much

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But it was a waste of time throwing bait into the fast flowing stream. That was where the salmon ran and I couldn’t afford the lures for such big fish. I had to cast my line into the quiet backwaters where the mighty salmon’s poorer relatives fed.

My favourite spot was a small bay just below a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much

a bend in the river. A large willow tree overhung the bay making it pleasantly shady but difficult to cast my line. The smaller fish liked this quiet backwater and I caught many roach and perch there.

One day a sudden, violent tug on my line set my heart racing. My plump maggot had tempted a much larger fish. My rod bent almost double. I was on my feet in a flash. “Don’t strain too hard and snap the line; no jerky movements.” I cautioned myself.

My line was light for such a weighty fish. I must play her gently, and if she ran for the fast stream outside the bay it was too short to follow. I had to keep her in the bay.

The fish and I slugged it out toe to toe. Her silver body flashed occasionally in the sunlight as she danced around the bay desperately seeking an escape route. My whole being was focussed on keeping the line tight but not stressed.

After a tremendous battle I gentled her to the bank and slipped her into my net.

Much later, when I was taking my first tentative steps in business, I was cautioned not to go after the big fish. But I remembered my first salmon and ignored the advice.

Today I number 9 of the world’s largest corporations among my clients. I have learned to bait my hooks with tempting morsels and play the fish without straining the line.

So, what bait do you use to win new business? Is it tempting? Will passing fish see your bait and think, “yummy, I MUST have some of that!”

And even when you’ve snared them, you still need