We all fight the same battle of balancing the time and resources we invest in prospecting for new clients with maintaining a pricing structure that upholds the integrity of our business and its products or services. It’s tempting to slash prices to generate revenues; but being busy without being profitable is a guaranteed trip to the poor house.
Maintain your image and message with prospects, and keep working to bring in new clients; but in the mean time, here’s a way to fill excess capacity in a fruitful way. It’s beneficial in the big picture and sustainable over the course of years.
We all have clients who have been loyal to us. They like what we have to offer. We spend our time making a positive difference for them with whatever we are providing, and not addressing petty complaints or engaging in other time-wasting activities. These are the clients we’d like to clone and with whom we’d like to fill our books of business. Good news! We can.
Go to these clients with an offer that makes sense for them and represents a significant deal beyond the good value they already receive from us. Let them know we’re making this custom-tailored, one-on-one offer because of their history with us--a “Thank You” gift, if you will. Be sincere, and make an offer that is truly something they simply won’t get elsewhere.
In doing this, we accomplish two things: 1.) We fill our time with guaranteed revenue-generating activities that would have been spent on prospecting, and 2.) We build even greater loyalty with those who are already our best clients. Everyone wins. And you know what? Chances are good these happy clients will become your best salespeople as they send quality referrals your way.
Gather your team. Think outside your normal parameters. What do your most loyal clients need that you can offer but are not currently providing to them? Get creative. Get aggressive. Fill that wasted capacity with meaningful, paying work for those who have already said, “We like what you have to offer!”
Here’s to your win-win revenue-generating success!
Bryan Waldon Pope