6 Ways To Get More Revenue From Existing Customers

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(By Loyd Ford) It is less expensive in expense, time, energy and effort to focus on existing clients. So, we thought we might look at ways you can increase your opportunities to help existing clients.

  • Put your clients on a relationship drip at least every quarter specifically for seeking feedback, listening for ideas to improve your products and upsell what you discover the customer needs (not just what you might want to sell them).
  • Innovate with upselling opportunities. This is best done through discovery of what is next for the client and how your products or services (or both) fit to upsell your client to the next level to help them accomplish more. If you are always thinking about innovative ways you can bring creativity into the mix and help your existing advertiser become more effective with their advertising, you will create more noticeable win/win opportunities that make you an essential part of your customers’ advertising world.
  • The more you understand the thinking of your customer and their business strategy, the more opportunity you have to develop more focused advertising getting the results they want. This includes developing adjustments in advertising campaigns to grow their advertising with you to reach more of their goals.
  • Create premium offerings if you don’t already have them. Approximately 18 – 22% of your existing customers will pay you significantly more than they do right now. Your job is to know the customer and test opportunities, but always think win/win.
  • Expand your products. Show your clients how to grow their own expansion and put your services in the center lane of helping them excel. Do you hear the digital bell ringing? Radio must find innovative ways to use digital with and surrounding over-the-air radio.
  • Create consistent referral opportunities. There are two things in sales that consistently get overlooked: Salespeople go prospecting and see new potential clients less than they should on average (and it isn’t close). Plus, referrals are often overlooked as sellers duck out after a sale or are too uncomfortable to ask for referrals. If that’s you, you are leaving money on the table.

There is no sin in focusing on elevating the spend of your clients and encouraging them to recommend you to more customers like him or her. In fact, these are important skills that will sharpen your ability to grow your income.

Existing clients trust you. They have goals and you should take every opportunity to help them…more.

Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC).  Reach Loyd at 864.448.4169 or

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