How can I sell more to existing customers?
I do not know the answer for you. Yet. And it would be presumptuous or disingenuous if I offered a trite response.
Instead I will give you some facts. Then the process. Then what I do know.
Many studies confirm that your cost of good sold (COGS) is 7x higher for a new customer than for a returning customer. So you should focus on providing new value to old customers.
There is a former client who comes to mind. He happened to be a 30 year old financial advisor. But the story is relevant for most of us in specialized fields. He wanted to grow his business. After 3 years he had exhausted leads from his friends and family. He had networked so often that people avoided him at chamber and business development groups and even at Rotary meetings. I asked him, “What kinds of clients do you want to serve?” and “Who is likely to retire in 10 years with a strong book of business that needs to sell the bottom portion to a younger professional like yourself?” and “How can you guarantee that you provide excellent service to that older partner or lead source?” As you can imagine, he had a new partner and provided tremendous value for that person’s clients for many years. However, his answer is not your answer.
I do know the answer for hundreds of other business leaders who are former clients. Since 1997 I have consulted and coached business leaders in manufacturing, health care, education, HR, safety, technology, finance and accounting. I have guaranteed results for clients ranging from executive teams at F500 companies to small business owners struggling to make ends meet. I can provide best-of-class solutions or referrals to other consultants who can likely help you solve your problems.
I do know the process. I do know what works.
Here you go: you need to 1) define the problems, 2) provide solutions, 3) model accountability. I call this the “3A Coaching process.”
These “A letter” words are Assessments, Constructive Actions, and Accountability. Too many “coaches” stop after providing assessments, or constructive actions, because they do not know how to provide individual or team accountability. That’s about as smart as running 2/3 of a marathon and stopping. Make sure that you hire a coach who will get you past your finish line goals.
You are probably struggling with the following challenges:
cash and financial challenges
Typically, I define the problems using organizational and individual assessments. I determine where you are making money. And where you are losing money.
I may ask the three big questions: 1. can you define the problem? 2. do you need to solve that problem? 3. who can solve that problem? In today’s market, the buyer-seller dance has evolved into a transparent process of answering those 3 questions. Then adopting the best solution. Vendors are secondary.
Then I provide a host of best-in-class solutions for you to sell more to your existing customers. They already know you. They are inclined to purchase more products and services.
Then I model accountability so that you move beyond good intentions. I want you to sell more services.
We all need to sell more to our existing clients.
What are you waiting for?
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