Raise ‘Share-of-Customer’ –Farquharson/Tedesco
This is an overall increase of 16 percent for Purdy by concentrating on top clients with whom you're already doing business. See the power of a small increase in SOC?
Now that you've increased your company's sales 16 percent, you can paint the town red. Or, if you want to focus on making more money, start cold calling for business. Bet you won't mind this activity, knowing you're going to make your annual numbers. In fact, cold calling may even become fun!
Here are some basic sales tips to help you increase SOC:
Make Your Efforts Personal. People want to look good to their bosses, coworkers and industry peers. If you make your customers look good for selecting you as a business partner, they'll want to help you increase your SOC. Of course, prioritize convenience, safety, peace of mind and problem solving, but always keep an eye on boosting clients reputations in ways that are important to them.
Plug the Sieve. Business success begins with the fundamentals. Think of your business as a sieve. Opportunities flow in every day, and some leak out the bottom. Whether they pour or drip out depends on the size of the holes in your sieve. If you're operating without systematic follow-up procedures, these holes are probably huge.
Creating a diligent, self- contained, follow-up system will allow you to pick up a significant amount of printing work that used to slip through the cracks. Rather than make 10 cold calls, how about calling one or two customers who you haven't spoken with for two weeks? Out of sight means out of mind, and loss of SOC. Don't let it happen to you.
The Devil's in the Details. Even the smallest of details can cause irreparable damage and missed opportunities with current customers. Encourage your CSRs, estimators and production support people to go the extra mile for your customers. Gently advise them to fix any potential problem areas.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.