Your existing customer base is a significant (and often overlooked) asset. It’s easy to get so wrapped up in new customer acquisition that you forget to leave time for client nurturing. Fortunately, efficiency projects are often large-scale and time-consuming – which means we don’t acquire vast numbers of customers.
Most of you don’t have so many clients that you could not pick up the phone and talk to each one every three or four months. Even if you had 100 clients, you could find time to make 100 calls every three months if it meant that you would be nurturing your network and potentially adding value for your customers. Ask questions like, “Any new and exciting projects coming up? What else can we do for you? Can you think of anyone you work with – either in your own organization or others – who might be interested in solutions similar to the ones we’ve been providing you?”
Don’t forget that a new budget cycle may mean new available capital for your products and services. All you have to do is make the call. Even if only 5% or 10% turn into new work (or new leads), it’s certainly worth making the effort. And by the way, handled properly, these calls could increase the perceived value of your services and enhance customer loyalty in the process.
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