The fastest and easiest way to increase your sales
by Andrew Shedden
In the rush to get your latest marketing promotion rolling you look far and wide for likely audiences for your newest products and services. You are performing a text book promotion, following all of the steps in perfect order. You've got your product, priced it right, your target markets are all sorted out and your promotion is going to be a great one.
Although you are to be commended for your initiative, don't pat yourself on the back just yet. You might have missed a key fact that is so obvious that many marketers completely ignore it. The best qualified most highly motivated prospects for your latest venture are residing in your computer or filing cabinets right now. These ideal prospects are called your existing customers.
1. You have a relationship with them
You'll note that we are not merely stating you have a relationship with them. In the final analysis all marketing and sales activities are about relationships. If you don't have a good relationship with even one of your customers do something to correct it, now.
2. They are familiar with your company
You have spent a great deal of time and money obtaining your customers. Familiarity can bring a high degree of comfort to your customer relationships. In this case, people's natural resistance to change can be a big plus in your favour.
3. You are familiar with them
This is a point that should not be overlooked. You'll know if certain customers are time wasters. You know how much time you will need to spend with them to close the sale. If you have ever made three presentations to a prospect who thinks that you are being paid to visit them you'll soon appreciate your existing customers. You'll also know how inclined they are to pay their bills. No one likes to work for free.
4. It is easier (and cheaper) to sell current customers than to obtain new ones
Everyone knows that this is true yet few companies seem to act on it. Everyone knows that sales is a qualified numbers game, so is gambling. Why gamble on the success of your business? Whether you are selling "bleeding edge" or traditional products, you can drastically cut the time and expense of launching them by firstly looking at your internal customer database. You do have an internal customer database, don't you?
There really are only three ways to grow your business:
Get more customers
Sell to your existing customers more often
Sell higher priced products and services
Getting more customers is always the most expensive method of growing your business. The choice is yours, don't make your tasks any harder than you need to. Take a good look at your internal customer database and approach your current customers first. Ask for their feedback and guidance in your new ventures. Existing customers can be an invaluable resource for basic market research.
Next time that you are planning your next new product launch or line extension make sure that you are looking at your best prospects first...the customers that you already have.
