One of the best ways to increase your sales and one that
won’t cost you a lot or take a huge amount of time is by
selling more to your existing customers. This can be a
lengthy process and expensive to win over a new customer.
between advertising, sales calls, and approvals. With
existing customers the process can be much quicker,
smoother, and less costly.
Existing customers already know you and what you can do.
Your challenge is to learn about additional opportunities
within your company, and go after them.
If the cost of sale for an existing customer is so much
lower than for a new customer, why don’t small companies go
after their existing customers more aggressively?
Because they have been conditioned to grow their customer
list, and because they simply may not realize the potential
that exists in obtaining repeat sales from existing
customers.
Bringing in new customers is sometimes more exciting for
sales people than expanding sales to existing customers.
Don’t interpret this to say that small companies shouldn’t
aggressively go after new customers. The purpose here is to
suggest that substantial growth lies in repeat sales to
existing customers.
Stay in touch with existing customers to learn their
ongoing needs. Inquire into their challenges so as to
discover needs they have that you can fulfill. It may be
that someone in another department has a problem that one
of your company’s products or services can solve. It is
only by being in touch with customers that you learn about
such opportunities.
Try to find up selling opportunities. Not only more of the
same, but larger orders and new features. A satisfied
customer is a great candidate for expanded sales. The
customer has respect for your capabilities and ability to
deliver. The customer will listen to your pitch and likely
tell you about possible obstacles.
They will probably tell you about their limited budgets or
opposition from another department. They might slip you
some information about the existence of a competitor. You
are then in a position where you can help solve the
problem. Perhaps by offering a quantity discount or
throwing in some additional service that will convince
others in your company that you should provide more of your
products or services.
Let existing customers know when you come out with a new
product or service. Regardless of whether they buy, they
can provide feedback and may become buyers for the new
product down the road.
Seek out leads from existing customers. They can often
provide referrals to others in their companies or to
individuals associated with other firms they do business
with. It always helps in soliciting a prospect to be
referred by someone the prospect respects. Existing
customers represent a potential gold mine. Not only for the
present, but for helping expand your company’s future.
You may publish this article in your ezine, newsletter on
your web site as long as the byline is included and the
article is included in it’s entirety. I also ask that you
activate any html links found in the article and in the
byline. Please send a courtesy link or email where you
publish to:
Copyright 2005
Abe Cherian is the founder of Multiple Stream Media,
a leading performance-based Internet advertising
company dedicated in helping small businesses create
online presence, brand recognition and online automation.
Main company web site:
Abe Cherian’s online automation system has helped
thousands of marketers online build, manage and grow
their business. Learn how it can benefit you too.
