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Viewing Clients as a Unique Market Space is Critical (Part 2)


pic_andrewIn the previous article I introduced the first five of ten thoughts on this subject. The second five are covered in this follow up article.

To recap, the first five are;

Identify which of your Clients present opportunities around this concept.
Ensure that your whole company is pointed, focused on the Client.
Build multi-level and multi-departmental personal relationships.
Doing what Clients expect is boring.
Clients matter more than anything.

The remaining five are outlined below. These together with those above will assist you in growing your share of your clients’ revenue, so that your organisation can own the blue space in the bottom right hand pie chart, depicted in the graphic below.



  1. Capturing enough of the right Clients to form critical mass is always a hurdle. It is important that one doesn’t accept work from every prospect as it will prevent you from focusing on the right Clients. These are your bread and butter. Don’t lose sight of them, ever.
  1. Become indispensable to your Clients. Weave yourself into their business by adding additional value beyond the scope of the assignment. Add your company’s brainpower to the relationship. Clients won’t forget. It keeps the opposition at bay too, whilst allowing you to cement the relationship.
  1. While you might like your point of view, the Client normally prefers theirs. Selling is all about listening. It is not about telling or talking. Tune into the sound of your Clients’ feelings. Try asking questions. What you will learn will be worth much more than anything you can possibly say. It is far more important to be a partner than an orator.
  1. If you want to fascinate a Client, be fascinated by them. Learn about their business, as if it were your own. Learn about their industry, as if it were your own. Fall in love with their problems, challenges and opportunities. They will always reward you for doing so.
  1. Encourage, open, transparent briefing sessions from your Clients every six months or annually. This approach will allow a lot of the previous thoughts to be incorporated whilst at the same time permitting you and your team a learning experience, which in the vast majority of cases identifies new revenue opportunities too.

To summarise, this is not the responsibility of a person or a department. It is not the sole responsibility of the marketing and or sales department either. It is not something that you do from time to time, when it suits. It is what business is about, all the time. It is everybody’s responsibility.


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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