In his blog earlier this week, Seth Godin, asked the question, “What if it was impossible for humans to have more kids? How would we treat the last generation?”
Couldn’t we ask the same question in regard to our clients? What if it was impossible for us to sell to another new client? How would we then treat our current clients? These are great questions to ponder, aren’t they?
I’m betting that any business, that knew their future success was 100% dependent on their current customer base, would be over falling over themselves to provide an unrivaled customer service experience.
And, if you wanted sales growth, you would be 100% dependent on your current customers buying more than they are currently purchasing. What would you do to encourage these increased purchases?
Would you be more proactive in finding creative solutions for your clients? Would you be willing to expand your current product and service line-up so that you had more to offer? If not, why not?
Unless you’re in a sales position, it’s easy to forget just how difficult it is to land a new account. Sales cycles are longer, pricing concerns are more prevalent and loyalty appears to be dwindling. The value of your existing customer base is quite high. Do your current customers know how much you appreciate their business? If not, why not?
Are you giving them unparalleled customer service so they are happy to refer you to others in their organizations who may be interested in doing business with you? If not, why not?
Hitting aggressive sales goals requires an account rep to keep their current customer base while finding new customers. Does your sales plan call for rewarding increased business from existing accounts? Does it call for high marks on customer service? If not, why not?
I don’t have all the answers, and do have lots of questions. But, just writing this has validated my belief of just how valuable and irreplaceable my current customers are. Hope this gets you thinking also.