Increasing the size of your business does not only mean adding new clients. It’s also about fully engaging clients you already have so that they feel valuable. Before making any big changes, take a step back and analyze your client base and the experience you provide through your practice.

By doing this, you will probably discover opportunities to further engage your clients, says Rosemary Smyth, a business coach and owner of Rosemary Smyth and Associates in Victoria.

Here are some steps you can take to evaluate your clients’ experience:

1. Segment your clients

You cannot be all things to all people so Smyth recommends looking at your clients and dividing them into top, middle and bottom tiers. This will help you decide which clients deserve that extra attention and which ones can do with less.

Your top tier will probably consist of clients who bring in the most revenue. However, it can also include those with smaller accounts who generate valuable referrals.

Also, consider the potential to increase revenues from “smaller” clients who may be expecting an influx of wealth and may be in need an increased level of service from you in the future. These are the individuals you want to ensure feel appreciated.

Your middle tier consists of the clients who are easy to deal with but limited in what they can invest. “You’re happy with them and they take your advice,” says Smyth, “but they’re not your top clients because you don’t provide enough revenue for them.”

Your bottom tier will include the more difficult clients. Their portfolios are small, yet they still take up a lot of your time with their demands. You may choose to do less for them because you know they do not add to your practice.

In fact, if you would rather not do anything for that bottom tier, consider selling those accounts or giving them to an associate, says Smyth. This could work out better for you in the long run, as well as for the clients.

2. Analyze your clients’ experience

After you have separated your clients into tiers, decide whether the services you provide match your clients’ expectations. Take the time to ask your clients why they come to you. Also, be aware of their long-term goals.

On the left-hand side of a sheet of paper, list what you have heard. Have your clients asked about financial planning, lowering their tax bills or learning more about selling property? On the right-hand side, note all of the services that you and your team provide.

The next step is to look for a disparity between the two sides. Do you have the resources to answer your client’s real estate questions? Are you or any of your associates a certified financial planner?

Some advisors will notice a big gap between the two columns, says Smyth. This may get you thinking about whether it would be worthwhile to add team members that can deliver services in areas in which you do not offer specialized services.

This is the first in a two-part series about using client loyalty to build your business.