Salespeople are always on the lookout for qualified prospects. Don’t overlook the very best prospects of all: buyers who are already customers.

Without qualified prospects, your business would come to a grinding halt, so it makes sense to invest in the process of developing new business. But don’t look exclusively outward for that new business—you may find a substantial portion of it can come from existing accounts.

Closing your first sale with a new customer is just the beginning of your relationship. You know the customer has a need for your product; now it’s time to develop and expand on that need. Find out what uses the customer might have for your product beyond the initial purchase. Take the time to understand why they bought from you in the first place. Was it quality? Price? Delivery time? Your charming personality? Or because you just happened to be there when they needed something? Once you understand the reason, you can appeal to that decision-making process to sell additional products.

It’s an ongoing process

“Service after the sale” should be more than a slogan. It’s absolutely crucial to the development of repeat business. After every order, send a confirmation and express your appreciation. Follow up to see that the order is shipped and received on time. Most important, make sure the customer is using the product properly and to its fullest extent.

Regular contact with your customers says you are interested in them as people, not just as commission checks. Keep track of customers’ birthdays, anniversaries, hobbies, and other personal information. Sending a card or a small gift once in a while helps turn customers into friends—and people like to buy from their friends.

Other ways to get new business from old accounts include:

  • Your service calls should also be sales calls. You won’t get an order with every customer contact, but you want to make sure the opportunity is there.
  • Completely penetrate the account. Be sure you are talking to everyone at the client company who has the need for your product and the authority to buy it. Ask your current contacts for names of others you should be talking to.
  • Help someone be a hero. Watch for opportunities to create a new need. When you see a problem that your products can solve, share the information with your customer. Help the buyer be a star within the organization because he or she was smart enough to recognize—and then purchase a product to solve—the problem.
  • Let people help you. Referrals are great prospects for new business. Let your satisfied customers do you a favor by giving you the names of their friends and associates.
  • Strike a balance. Manage your time so that you nurture and grow your existing accounts but also continue to prospect for new ones.

Looking for new business among current clients is often more interesting and satisfying than making traditional cold calls. More important, it’s usually easier and more rewarding.

Jacquelyn Lynn
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