This is the second part of my series on reassessing your business. My mantra for 2010 is to offer more to current clients and prospective clients. Part 1 focused on scheduling, relationships and marketing. Now I want you to look at ways you can help your clients meet their individual challenges, which will naturally and organically lead to upsell opportunities.

6. Are your services or products right for the current market? Are there opportunities on which you could capitalize? The recession has affected all of us. If we're still in business, that's one sign of success--we're offering a product or service that people need. I predict that the most successful entrepreneurs in 2010 will be the ones who strategize, execute and measure how to add value for their current clients.

To add value, I look for parallel services in the market that complement what I'm already offering clients. For example, I do one-on-one coaching primarily. I decided to offer group coaching programs upon request. The group coaching accompanies the one-on-one coaching and helps me expand my services and contacts within a client company. In fact, this concept of combining one-on-one and group coaching has become a major marketing goal for me for 2010.

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7. Is your pricing competitive? Without lowering your pricing, how could you add value for your customers? Let me expand on adding value. I suggest you do some things for your clients on a complimentary basis. Send them an occasional article you think will interest them. Tell them about an award for which they may be eligible. Don't bill for every piece of paper you use and every copy you make; include these office expenses in your hourly rate. When you give your clients something for free, be sure to let them know, nicely. Write "NC" (no charge) on their bill. Remember that the lifetime value of a client or customer is significant. We all know that it costs more to secure a new client than it does to maintain a current one.

8. Do you need to bundle your products or services differently? Give your clients and prospective clients more reasons to do business with you. Look for products and services that belong together. For example, you have a technical product and also offer services to customize the product for clients. Offering these options both separately and together gives your clients more choices and provides you with the opportunity to close more business at one time. Offer your clients a discount for bundled services.

9. Do you see other ways in which you could help your clients meet their challenges? If so, are you taking advantage of up-sell opportunities based on the needs of your clients? One of the most common ways you can help your clients is to offer a no-charge audit. I know a CPA who offers tax planning for the coming year when he is doing last year's tax return. He is adding value. If you are in communications, offer a communications audit. If you are in the heating and air-conditioning business, do an energy audit. In addition to suggesting additional things you can do for your clients to solve their problems, offer them options they could do on their own. When they realize they probably won't do those things themselves, they'll turn to you as their resource. Help them save money on expenses or help them add money to their revenue base.

10. Are you asking for referrals? Satisfied customers are a great source of referrals. Be sure to keep track so you won't ask the same people three or four times. There are two good times to ask for referrals. The best time is when you have just provided a valuable service to your client or when you get a compliment from your client. Ask if he or she knows anybody else who could use a similar service. You can also ask for referrals during your less busy times. It's easier for me to focus on what is important and what is insignificant when there is less activity overall. So, when there is a lull in your routine, sit down and list the clients you want to ask for referrals. Ask them once. Keep track so you won't ask them again and again. And thank them when they make a referral. Let them know you appreciate their vote of confidence.

So, to sum up my advice for 2010: Don't leave your business development to chance. Have a plan, and make it a living document. Review it on a regular basis and change it if it's not working. Many people have big plans and do nothing. I advise you to have a small plan--one you can comfortably accomplish. As Morpheus said to Neo in The Matrix, "There's a difference between knowing the path and walking the path."

My wish for you in 2010 is that you walk the paths that you know.