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How to Sell More by Focusing on Your Existing Clients     

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Executive Summary.

  1. Why this is important.
  2. Four thoughts on doing so.         

pic andrewStrengthening your relationship with your existing client base is one of the most cost effective ways to increase sales. Your company's account management and operating teams play critical roles in making this happen. However, if they're not performing at their peak, the door opens for competitors to step in.  

Seeking new sales from existing clients without strong account management, operating and implementation teams is like pouring water into a bucket with a hole in it. Identifying and fixing the holes - the gaps in client satisfaction - can help your company retain existing accounts and increase new sales within these. Hence, the concept know as 'The Client as a Market Space.'   

Research from the AskForensics Knowledgebase reveals that there are four gaps business-to-business companies need to address to achieve best-in-class performance. These gaps were identified through in-depth, qualitative sales and account forensics interviews with prospect decision makers in accounts generating at least $15 million in contract revenue for Fortune 1000 companies:   

Improve Training for Frontline Staff

Employees who have daily interaction with customers often leave more of an impression than your sales team. As a result, your frontline teams are vital to expanding and retaining existing customers. These teams need to be trained in client protocol and procedures, your company's internal processes, and how to effectively interact with on-site client stakeholders.  

Provide Timely Responses

Being responsive to your clients' concerns is a clear indicator of your company's desire to meet and exceed expectations. If there are deficiencies in how effectively and quickly you respond, your clients will question your commitment. This is true at all levels of your company, not just for the teams in direct contact with clients. Being responsive, though, is only part of the equation. The other is to communicate what has been done to address the client's need or problem.  

Offer More Proactive Ideas

As a service or product supplier, clients look to you as the expert. They rely on you to perform important tasks they cannot do themselves. This places more emphasis on you, as the provider, to be proactive. When you are not proactive, value erodes. It also allows for competitors to get a foot in the door. 

Understand Requirements

This is account management 101, right? Well, it doesn't always happen. In every account there are needs that are not being adequately addressed. Even if they are peripheral needs, not addressing them leaves you vulnerable.  

Andrew Clare is Managing Partner of reLiance a business to business relationship marketing practice. I focus on improving client profitability through developing, implementing and measuring sustainable, collaborative business to business relationships.

Cell: +27 83 326 2451, E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Web: www.rassa.co.za, LinkedIn: www.linkedin.com/in/andrewclare


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