Just the other day, a woman approached me after a speech and said, “I have a huge client base, but I feel like I could do so much more with it than I currently am. How can I sell more to my existing customers?”
Every savvy salesperson or business owner will ask this question at some point. The reality is that new customers are great, but your existing ones are often your most underutilized asset. Here are three simple ways to sell more to your existing customers:
Understand the Outcomes: So often salespeople ask themselves how they can sell more of their offerings to customers, but that is the wrong question. Customers don’t buy your product or service. They buy the outcomes that you create for them. Spend some time learning about the outcomes your customers are really looking to achieve. Then, develop a customized offering that will support these goals.
Offer Three Options: Salespeople usually sell what they think the customer needs rather than letting the customer decide. From now on, propose three options so your customer can get a say in how he will work with you. The three options should range from a conservatively priced option that will still help the customer meet his most important goals to a premium one that will achieve the desired outcomes and more.
Create an Ongoing Service: Many companies are focused on making one-off sales to their customers. This means that in order to do more business together, a salesperson must land another distinct sale. Rather than constantly re-selling your customers, develop an ongoing service that keeps them around in the long run. Think about all of those subscription services that you are signed up for, and create a sustainable offering that will keep your customers in your world.
Marc Wayshak is author of the book Game Plan Selling and a sales keynote speaker.