Get New Clients from Your Competitors
New business can spring from anywhere: A cold call, networking at an industry event, or even from the competition. According to author Andrew Sobel, there are ways to capture new clients from competitors without crossing your ethical boundaries or coming across as threatening. Sobel identifies eight principles to follow, which include keeping an eye out for "trigger events." These circumstances often present an opportunity for your agency to get its foot in the door with a competitor's client, and include:
- A conflict
- Executive changes
- Economic events or shocks
- Turnover or retirements at the competition
- A service or quality failure on the part of your competition
Click here to get Sobel's entire take on making the most of trigger events, as well as his other seven principles. But remember, competitors may be scoping out your clients as well!
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