While it’s always important to prospect for new accounts, your current clients will always be your easiest and fastest source of new business. Why? They already know you, like you and trust you. Plus, estimates suggest it costs at least 60 percent more to sell to a new client. All things being equal, clients will stay with a known vendor.
So how can you sell more to existing accounts? Here are my 10 best suggestions.
1) Stay informed! It seems obvious, but visit your current clients web page and social media profiles often and before every sales call. The internet can be a great source of information on current clients. Better yet, set up a Google Alert for every current client. That way Google will send you an alert every time your current client is mentioned on the web.
2) Keep them educated. Make sure your client is aware of all the different ways you can help them. Prepare a one sheet with your company logo and all the different ways you can provide help them such as: safety programs, customer retention, direct mail, uniforms, name brand products. The more they are aware of the plethora of services you provide, the better chance of selling more.
3) Add special packaging. Are you offering special packaging? Adding special packaging can customize the order and greatly increase your bottom line.
4) Upsell, Cross-sell. McDonalds does this when they say, “Would you like fries with that milk shake?” You can do it too by adding complementary products to your orders. For example, suggest a coaster or custom blended coffee with your next mug order. Or, remind your clients that they’ll get a better price and will save on shipping charges by ordering the higher quantity now.
5) Be aware of trigger events. Look for trigger events. Once you have a Google Alert set up you can be on the look-out for trigger events. What’s a trigger event? Anything that could possibly call for the need for promotional marketing such as: a product launch, company anniversary, mergers or a branding change.
6) Add additional services! Make your distributorship a one-stop shop. The more services you can provide the better you’ll do. You don’t have to do these yourself. Have a team approach, but bill under your company name. Reach out to graphic designers, meeting planners and other complementary businesses and see how you can work together. Many distributors are doing this and presenting themselves as boutique marketing firms.
7) Investigate additional opportunities. You may be selling to the marketing director, but there are lots of other opportunities especially in bigger companies. Ask for introductions to the head of HR, the national sales manager, the event planner, the safety director and anyone else who you believe may benefit from your services. Once you’re an approved vendor in a large company it’s much easier to get into other departments.
8) Reward them. Encourage more sales by setting up a rewards program. When clients reach a certain level of sales they get better pricing or a promotional gift. Never miss an opportunity to tell a client how much you appreciate their business.
9) Sell products that repeat frequently. Products such as pens, notepads, calendars and awards are known to repeat frequently. When you become the vendor of the record for one of these products you are creating an annuity for your business!
10) Keep a record of their buying cycle. Use a CRM, (Customer Relationship Management) tool to track your current client’s buying habits. This will help you track what events are coming up and the types of products they buy.
Happy selling and here’s to many more sales with current clients!
Rosalie Marcus, The Promo Biz Coach, is a promotional products business expert, coach and speaker. Combining her skills and years of experience in promotional sales, she helps her clients sell more at higher profit margins and dramatically increase their incomes. Download a FREE Special Report 10 Proven Ways to Thrive in Promotional Products Sales…In Any Economy at www.PromoBizCoach.com – Reach her at Rosalie@promobizcoach.com