THE TENTH STATEMENT --I will never rest with my partner/clients. I will never take them for granted. I will consistently look to "raise the bar" with each engagement, each contract period, each passing year.
I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it. We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start.
Here is a link to the 10 Statements.
GB's 10 Statements for Wiping Out Sales.doc
- I will never rest with my partner/clients. I will never take them for granted. I will consistently look to "raise the bar" with each engagement, each contract period, each passing year.
- We tend to treat our existing customers WORSE as time goes on...opting to focus our time, energy and resources on finding NEW customers. In fact, studies have shown that companies will invest 10x MORE TO FIND NEW CUSTOMERS than they will in taking care of existing customers! It's not that we don't LIKE our existing customers, it's just that we're conditioned to go after the new kill...the new challenge.
- And it's this love of the NEXT thing that keeps us from "raising the bar" on our EXISTING "thing". If we would spend more time focusing on how to improve our relationship with our current customers...on finding new ways to serve them...on searching for deeper levels of engagement and impact...we would find not only plenty of "NEW BUSINESS" from them, we'd find a plethora of new business through referrals they'd give us!
- So how can we increase the level of engagement and service?
- We can start by asking the client...how could I better serve you in the coming year? What other areas could I help you with? What additional problems would you like to address?
- We continue reviewing the client's condition. Instead of just doing one "Needs Analysis" at the beginning of the relationship, we need to update this process on an on-going basis. Can you imagine your doctor working off the initial exam he did with you 25 years ago?
- Good clients don't mind being up-sold, or hearing about new elements you're introducing (I believe we're the ones that are more sensitive to "over selling" a client). And we shouldn't shy away from asking for a deeper level of financial commitment...BUT ONLY IF IT MAKES SENSE AND ADDRESSES REAL NEEDS!
- On long-term engagements, seek to add new twists and wrinkles even if you're basically providing the same service year in and year out. Just like a marriage... it often helps to come up with creative and new ways to surprise your spouse.
- There are several other areas we could address here, but I think you get the point. Instead of putting so much energy into finding NEW people (and new people are a good thing don't get me wrong), we should pay attention to doing more with our existing customers...knowing they can end up giving us more new business, and referrals that turn into new business , than all the cold calling in the world.
This brings to an end the final statement in my "Ten Statements to Wipe Out Sales". I hope you've enjoyed the process and will find success in implementing some of the concepts.
GB