Are you tending your garden? I know it’s February and you’re still focused on first-of-the-year goals and winning new business with gusto, but the seeds you planted in 2015 need nurturing too. And those old-vine clients might need transplanting or larger soil beds to reach their full potential. Have you checked to see if your faithful flowers are in growth mode? With simply a bit of fertilizer, you could encourage new blooms on old stems.
Take a moment to turn your focus toward some older accounts. And while you’re digging up the past, employ some tried-and-true techniques. Maybe even devote this entire morning to watering your garden with a twist of zest and zeal for upselling! “Conversations these days tend to forget these basics and focus instead on new-age, shiny fixes,” Mo Yehia writes in StreetFightMag. So, “Here are some essential sales basics – goodies but oldies, crucial but not revolutionary,” he recommends weaving back into your sales style and customer retention strategy. I personally think you can use these tips to get more out of stagnant accounts that might just be begging for a little attention and nourishment.
Just remember that non-traditional sales (social selling, local engagement, multi-channel drip campaigns) are crucial to servicing your accounts too. “The devil is in the details: The tone of a subject line, timing of a phone call, recency of the point of contact, marketing cadence, and value proposition positioning,” Yehia writes, are still supremely important to growing your sales garden.
- Engage across channels
Your SMB clients are busy and constantly focused on multiple business decisions in any given minute. “Run a combination of traditional – email, physical mail, phone call, in-person visit – and less traditional – Facebook messages, Yelp direct messages, Tweets,” Yehia suggests. And one of these touches could be the one that spurs the growth!
- Engage often
Fill your calendar with reminders so you don’t leave clients blowing in the wind.
- Personalize outreach
Yehia recommends tailoring your outbound communications and saying things like:
- “you’re a women’s boutique but don’t currently use eCommerce…,” or
- “you’re in the bottom quartile of poorest rated plumbers in SEA,” or
- “we noticed that you advertise on Yelp…,” or
- “it looks like you promote monthly on Facebook…,” or
- “you posted 100+ times in the past year but haven’t posted in 10 weeks…”