KEEPING CURRENT WHILE SHOWING CONSISTENCY

If you are diligent and consistent, some of the promotional material you gather from happy clients will grow old. So long as you continue amassing these nuggets, that’s not a problem.

But what should you do with the older material? Do you want endorsements and testimonials that are clearly several years old? What about references where the individual’s contact information is different? (One consultant I know was embarrassed when a prospect informed him that a reference he called had retired five years previously.)

Here are some guidelines to consider as your “vault” of these assets gets filled:

• For references, check at least annually to ensure that they are current. That includes title, phone, e-mail, and, of course, company affiliation.