focusing on new business can be a mistake
We all know that winning new customers is hard these days. The cost of just
getting a first appointment can be high. And that’s no guarantee of turning
that appointment into business.
In all the desperate focus on new business, sometimes we ignore other routes to
increasing our revenues. These routes can involve much less work.
That’s why printing companies should consider winning new work
from existing customers
Printing companies that use this strategy often have a much quicker route to
creating a powerful sales pipeline. They will find it easier to achieve their
Printing companies that ignore their current customers will have the much
harder task of trying to achieve their sales targets from new business. They
will find it harder to control their sales pipeline. The focus on new business
could also be damaging existing client relationships.
Here are three ways in which you can build business from your current customers.
Make sure your customers know what you sell
You may be surprised at how little your
customers know about the range of services that you provide. I talked to
several printing companies recently who admitted this. They had found out that many
of their clients were placing some printing work elsewhere. The printing
companies could produce this work. But the clients did not realise this.
It is always worth scheduling regular update calls or meetings with your
clients. These are an opportunity to talk about new services and remind
customers of other products you can produce.
But this isn’t the only way to increase revenues from your current customers.
Upsell your customers
Typically when I request a price from a
printing company they just respond to my specification. They don’t make any
Let’s remember that most buyers these days don’t know an awful lot about print.
They may not be specifying the best solution for what thy need. These days
print sales people have some great opportunities to upsell. What else should
the customer be doing to get even better results? What could they be doing to
cut costs? Upsells can typically be sold at higher profit margins so these can
be a very useful way of increasing business.
But your current customers are also a route to brand new clients.
Ask your customers for referrals
Many people buy on trusted recommendation. I was looking for some website
building assistance recently. I asked people that I knew for a recommended
supplier. It was much easier than going through a full supplier evaluation
customers are happy to recommend good suppliers. It’s just that sometimes they
need to be reminded to do this. Every print sales person should make it a goal
to ask for referrals every week.
Here’s an example of how one printer won new business from
their current customers
I advised one mentoring client of mine to start asking for referrals from their
current clients. They immediately saw that one of their clients, a small
automotive business, could introduce them to similar businesses. They have now
tasked one of their team with following this up and have already won two new
clients this way.
As they were telling their existing customers why they wanted to be introduced
to these new businesses, another thing became clear. The current client didn’t
realise everything that the printer could do for them. So now there is a
programme to ensure all existing clients know about all the services on offer.
This printing company is expanding its turnover very nicely through existing
So should printers give up on new sales altogether?
Not at all. Remember that inevitably some of your current clients will go out
of business or move on. New customers are still an essential part of the sales
mix. But if these three strategies are applied then new sales can become a
slightly smaller part of the mix.