Expand Your Business With Each Customer

Yesterday, Dr. Tony Alessandra showed us how to use a periodic client review to gauge a client's level of satisfaction. Today, he shows you several ways to expand your business through your customers.

• Referrals within their company. Whenever you talk to clients, keep one eye open for clues that indicate needs within their company, for example, a new office or branch that may need your product or service. Ask your customers for a referral, either verbally or in writing.

• Sell more of the same. While servicing an account, suggest that they buy more if you see they have the capacity to use larger volumes of your product. Under no circumstances, though, should you try to sell them more if they do not need it.

• Sell additional products or services. If you see a need, offer new products and services to your present customers. If they like your original product, they will listen to your ideas about expanding into other products.

• Upgrade your clients. If a client uses a medium-priced product, you may be able to upgrade him to a higher-priced, higher-quality product, especially if his company is growing and its needs are changing. For example, a company using a copying machine may need one with more capabilities, such as photo-reduction and collating. If you are aware of their increased needs, suggest the upgrade - before your competitor does.

Exert the extra effort to keep your customers completely satisfied, and you will reap the rewards - with their repeat business and with their referrals.

Tony Alessandra is a contributor to Top Dog Sales Secrets. He has authored 17 books translated into 49 foreign language editions, recorded over 50 audio/video programs, and delivered over 2,000 keynote speeches since 1976.