Assuming you have been in business for a while, you will already have customers or clients. Do you view them (and treat them) as your goldmine?
No? Here’s why you should.
It is 6-8 times easier to sell something else to your existing clients than to find new ones. And if it’s 6-8 times easier it is probably going to cost you 6-8 times less in time, money and effort to get the same result.
Surprised? Well think of this way. Once you’ve gone to all the hard work of getting yourself a new client, and proven to them they can trust you to deliver them a good service, they are more likely to buy from you again. Depending on your business, that could be the same service again, or something else that you offer. Either way, your existing clients are the goldmine in your business, just waiting to be tapped.
So what’s the easiest way to get more business from existing clients?
The easiest way to sell something else to your existing clients is by simply asking them how else you can help them.
This could be as simple as calling them up or sending them a letter or an email.
Are you concerned that this might feel too much like ‘selling’ your services?
The key is asking your clients how else you can help them. Find out what else they need or would benefit from, rather than just trying to tell them about what you’d like to sell to them. The emphasis should always be on them, not you.
If you are in a 1 on 1 conversation with a client, this could be as simple as asking them a few questions related to the areas in which you work – do they need help in any of these areas at the moment? If so, maybe you can recommend an article or guide for them that might help them? Or maybe they should arrange a time to discuss this with you further?
If you want to send an email or letter to your database of clients, then here’s what I recommend to avoid seeming ‘salesy’:
- Identify one service or one client problem area where you’d like to generate more work (leave the others on the ‘later’ list for now)
- Identify the key things your clients need to know in order to know why they should get help in this area (e.g. consequences of not fixing a problem they have, or risks of not getting expert help to achieve a goal they have)
- Write a helpful blog post, email, article, or guide to this topic, which explains what problems or challenges your client may have and what they can do about it (but not the ‘how’). This will provide them with valuable information, so you won’t be seen as ‘selling’ but instead ‘educating’. At the same time, you’ll be letting your clients know that you actually offer this service – you’d be surprised how many of them don’t know about the other things you can offer them
- Send the blog post, article or guide to your client database (or part of your database, depending on its relevance)
- Include an invitation for your client to contact you if they need more help or advice in this area (this could be for a free consultation or informal chat or coming to an event)
- Repeat this process from time to time – the clients who don’t have this particular problem or goal at the moment may well have it in 3,6 or 12 months’ time. You can’t expect them to remember your email or letter from months ago – they need to see it at the time when the issue is already on their mind
- Rinse and repeat: use the same process for another service or client problem area.
Follow this simple formula and you’ll be able to get more business from existing clients by educating them about the other services you provide and why they might need them.