grow client relationships and business
Grow your relationships:
If you want to grow your current client relationships, act as if the account is up for review once a year.
- Prospecting is not a numbers game. You need fewer prospects who are well-qualified according to logical criteria. With fewer prospects you can do a more outstanding job of researching, developing relationships, finding weaknesses, establishing trust, accelerating the close.
- The tighter your positioning in the market, the more qualified prospects you will have. Offering something for everyone risks being perceived as an expert to no one.
- The reason you go to a prospecting meeting is to come back with a chance to perform a revenue-generating project. Simply coming back with a stronger relationship or a promise for another meeting isn’t enough. Don’t let your prospectors routinely settle for these outcomes.
- If a pitch is inevitable, use your planning meetings with the client to make yourself the heavy favorite.
- Think seriously about passing on the pitch if you realize you’re not the favorite to win, even if you’re the incumbent.
- The competitor who is the better storyteller will usually win.
- A good solution, wrapped in an excellent story, gives you a better chance of winning a pitch than does a great solution wrapped in a meh story.
- If you want to grow your current client relationships, act as if the account is up for review once a year. What would you do if this was true? What would you do if you were a competitor out to grab the account?