"Unlocking the Potentiality Lying in Your Existing Clients
Base!"
Today I want to share one secret with you of how to unlock the
REAL potentiality of your clients and customers - allowing you
to harvest the windfall profits lying dormant in your business.
And the idea is based on this focused question;
Are you maximising and realising the true potentiality of your
clients and customers?
Whenever I start with a new client on a coaching or consultancy
engagement I have three accelerator questions I always ask.
The first is how many customers do you have? And of course with
a bit of digging into records most businesses can give me this
information.
The second question is what do those customers spend with you in
total? - and to keep the exercise simple I base this on an
annualised spend. Again with some research we can identify this
figure.
And the third and most important question; How much could they
spend with you based on your current product and service
offering? Or phrased a different way how many of your clients or
customers are multi sourcing or simply buying elsewhere products
and services they could be buying from you?
Most clients don't know the answer to this question so we set a
project plan for the customer service or sales people to go and
speak with all their customers - making sure they educate them
on the full range of products and service they can buy from them
and ascertaining their real potentiality through some well
thought out and structured questions that we prepare together.
You can imagine how excited the sales and customer teams are
once they've done this exercise and the typical responses which
come back from the customers. "I didn't know you did that", or
"I'd never thought about coming to you for that product", being
just two of the typical responses.
And yet we've already invested the time and effort to develop
the relationships with those customers - they've already bought
from your business - they're already bought into your brand - to
you and your team - now is the time to realise their true
potentiality and worth to you and your business.
Having done this exercise with hundreds of businesses I've yet
to work with any business where the potentiality v the current
spend hasn't been at least double - yes double and sometimes the
potentiality of the existing customers has been as much as 10
fold the current spend.
Perhaps it would be worthwhile running a session with your team
and answering those three focused questions
I wonder what this figure would be for your business?
In your next ezine I'll share with you a key idea on how to
prioritise the potentiality of both your existing and future
clients.
Written by Royston Guest, Sales and Marketing Director Pti
International. Visit http://www.pti-worldwide.com