One of our clients asked us to work with a young sales professional who was having trouble growing a large existing account. The sales professional had met with some success initially; however she knew there was more business to be had. She was stuck with no growth for the past two years.
We reviewed her account activity in there Microsoft Dynamics CRM online system including:
· Her routine contacts
· Number of touch points
· Mode of communication
· Subject matter
· Overall strategy
Three things became very apparent:
1.She had settled in at a comfortable level of communicating with mid-range people within the customer’s decision making hierarchy.
2.She was comfortable with the amount of business she was generating.
3.She refrained from having deeper and wider strategic conversations about how to increase business exponentially because she feared alienating her existing contacts.
The solution was to set a meeting with the client and bring her VP of sales along. Her approach was to request meetings with her existing contacts and key decision makers to make an introduction since the VP of Sales was new. Also, she indicated that they were visiting key existing customers because of significant changes in their capacity to manage new business opportunities.
The customer had their VP’s of Planning and Purchasing in attendance for the meeting and significant discussions were held regarding future plans where collaboration was possible. Six months later business increased by 30%!
The key observation is often sales professionals become comfortable with the amount of business they have at an existing account and relax efforts to grow. In addition, they stop engaging significant decision makers higher up in the enterprise, thus limiting their exposure to new initiatives and opportunities.
Finally, if you’re not growing perhaps the competition is starting to eat out of your lunch bucket. Never stop creating opportunities to bring value and add new business.
Copyright © 2014 Dave Neal
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