TO BE successful in developing a business, there are four things that cannot be ignored. The following should be undertaken in numerical order.
SME development strategy 1. Quiz your clients
What do your clients want more of? What do they want less of? If you never ask, you’ll be left guessing.
A great way of gleaning this information is through anecdotal evidence. This you gather by dropping these and similar questions into conversations with your clients, explaining that it’s aimed at providing a better service. This will not only help you service client needs more effectively, but will demonstrate to existing clients that you are a proactive and concerned service provider.
Such information gathering has a double benefit, as it gives you an excuse to re-establish contact with lapsed clients. If they are lapsed because of dissatisfaction with your service then it’s important that you know the details. And again, it demonstrates that you care – and may well be the prelude to bringing them back on board as clients.
SME development strategy 2. Show interest in client affairs
Meet with clients regularly; discuss their business; attend their internal meetings; conduct free in-house seminars for them; read their trade magazines; and do them small favours. This is more important than entertaining and schmoozing with clients. Take care of business relationships first, and maybe cement this later with personal relationships building.
SME development strategy 3. Rediscover the passion
If referrals aren't providing insufficient new-client business, go back to steps one and two, and make sure you're doing all you can to follow them.
Next, do this: identify which new clients you’d be willing to serve free. This will help you draw up a list of dream clients – those whose business you are passionate about.
Once you've decided who you want to serve, design a package of activities to demonstrate you have a special interest in them, that you have something of value to offer them, and that you are willing to work to deserve and earn their trust.
Prove your interest and worth by giving dream prospects something useful: an article, a speech, a piece of research, an idea, or a seminar.
SME development strategy 4. Listen, and you shall be heard
Once a prospective client shows some interest in you, the key is listening, not talking. The key talent in good selling is being good at getting the client to tell you his or her problems, needs, wants, and concerns.
Treat your prospect like a client from the minute you meet: react, give ideas, explain options, and provide an education. Don't wait until you're being paid before you're helpful.
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21 May 2010
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