Another Reason to Treat Your Clients
Like Gold
It's in a salesperson's nature to get excited about closing new business. Scoring a new client is a reason to celebrate and raise your hand for some well-earned high fives.
But, when looking for revenue opportunities, sticking close to home can have its advantages. Who better do you know than your current accounts? You know their business issues, you know why they decided to do business with you in the first place, and you have established relationships.
When new leads - and oftentimes resources - are scarce, the ability to drive new revenue from existing clients can be a great way to help ensure success. Are you confident that you've already uncovered the full potential from your existing client base? There is likely a gold mine of opportunities waiting to be uncovered by pursuing your existing clients with the same enthusiasm as hunting down a new client.
Maintaining strong relationships with current accounts provides two key benefits:
This is not accomplished through just periodic check-ins or great customer service after the sale; it requires an ongoing commitment from you to continue to win the business. If your competitor was trying to get the client away from you, as they increasingly are when opportunities are scarce, what would your weaknesses be?
As it continues to get harder in the marketplace to differentiate by product offering, you must differentiate yourself by the way you sell and the unique value you can provide. A salesperson who can understand a client's business issues and help craft solutions that help the client succeed are valued and rewarded. Differentiate yourself through your ability to be a well-informed, trusted business resource. When you help your clients achieve their objectives, you'll still get your high fives.