| Networking
Millennium Style... Making Money for your Clients
Leading
edge organisations, grow their clients businesses at the same
time as their own. In the USA, they call it 'revenue enhancement'.
Basically it means making money for your clients as well as yourself.
Let me assure you, this is definitely non-traditional selling.
However, it has a powerful impact on both your bottom line and
your clients'.
So,
how do you do it and more importantly, why would you bother?
The
why and how
The
'why' is very clear-client revenue enhancement will enable you
to stand out from all your competitors and create far greater
loyalty than any price cut or special deal ever will. Today, you
don't have to be the cheapest. In fact you can charge more for
your services, because you are in fact giving more. You are giving
referrals to your clients at no extra charge-as well as providing
your normal exceptional service.
The
'how' is also relatively easy and may just require a little lateral
thinking on your part. We all know that the key to business growth
is getting customers to buy twice and in fact turning them into
a client and ultimately an advocate.
Look
at your client base-be it 10 clients or 1000 clients-and, if you
haven't already done so, grade them into A, B and C clients depending
on frequency or volume of orders or whatever your criteria may
be. We are wanting to clarify where is our business coming from
and what can we do to ensure that we do not lose even one of our
major accounts.
We
may then choose to work from the top client right through to the
bottom.
People
often make the mistake of dismissing small clients, not realising
that they may just be one of a number of service providers for
that company. But if they were to gain a greater market share
of their business, they could become one of their major accounts.
Next
step, one by one, look at these clients and ask the questions:
- How
well do you really understand their business (not yours)
- Do
you have any idea of the sorts of customers they are looking
to do business with?
The
clearer you are on this one point, the easier the revenue enhancement
becomes. If you're unclear, why not phone your key person and
ask the specific question: "Describe to me the perfect customer
for you".
You
may choose to explain that part of your client retention program
this year will be your intention to refer business to this client.
Don't be surprised if they are taken aback with your offer. Record
their responses and then start asking yourself the questions:
- Do
I know anyone who fits this description?
- Do
I know anyone who knows anyone who fits this description?
Maybe
you don't know anyone today, however, you now know what you are
looking for. Repeat this process for maybe 10 clients at a time.
Without doubt, you will find that you already know people who
are potential prospects either in your client base or your associates.
Now it is a simple case of connecting two people together.
When
you do make the initial call, ask the client to send you five
of their business cards. When they ask why, explain that this
will make it a lot easier for you to refer business to them, if
you can just give their business card to the potential prospect.
You then create a specific referral business card holder, that
would be portable, as well as an electronic record.
Add
your name
Most
importantly, before you place their business card in your referral
holder, write your name on the back of their card-referred by
John Jones.
You
may decide to work on giving referrals to just ten clients per
month and another ten the following month.
Energy
follows thought-what we think about in our lives, is what we create
for ourselves. If our intention is to give referrals to our clients,
we will find that this happens. Basically, it's as simple as having
their business card available and giving it to a prospect at an
appropriate time. Linking people with similar interests, potential
business objectives and opportunities is great fun and very satisfying.
The
by-product will be more business and referrals for you and all
it took was a little of your time and a little lateral thinking.
And, always remember-what you give out comes back ten fold! |
