How to Prioritize Clients to Maximize Results
Getting the Most Out of Your Customers Means Learning to Prioritize Clients the Right Way
Hopefully you have an ever-growing list of clients; each with their own needs, likes, and problems your company can solve. As your client list grows and changes over time, you’ll need solid strategies in place that will let you prioritize clients.
That doesn’t mean ignoring customers in blatant favor of others. They are all important. What it does mean is using your time wisely and not chasing down money or needs that simply aren’t there. Help who you can, prioritize clients, and you will maximize your results.
Using Your Base
If a client is already paying you for something, they are a priority. It’s easier to sell them an additional service or solve new problems than to cold call a new company and begin from scratch.
Example: If you are a brand that sells office furniture to start-ups, it makes sense to check in with them in a few weeks and cross-sell them more items. You can have a suggestion list that most companies realize they need after starting up. Such as pencil holders, filing cabinets, etc.
You can sell them on more items if they already trust you. If the chairs you sold them haven’t fallen apart, they are much more likely to want your filing cabinets. Capitalize on trust when you can.
Look at The Growth of Your Target Clients
If your brand is selling B to B, this technique of prioritizing clients is easy. Who’s doing particularly well right now? Companies that make money are more like to spend money. They are also more likely to have new needs that you can help them with.
If you sell to individual people, their success can be a bit harder to measure. Talk to your clients and gauge how they are doing. If you own a restaurant, this could be as simple as seeing how the higher priced menu items are selling. Use context clues, look around and make connections about the state of your clients. Focus on the ones who seem to be doing well financially.
Focus What You Offer
Learning to prioritize clients will mean that you have to take a long look at what your brand offers. Not all of your products or services will be a good fit for all of your customers. Stop wasting time trying to sell flashy, designer wallpaper to an engineering firm. Focus on selling that firm your high-quality neutral wallpaper. They may buy enough to paper their entire building.
In other words, focus on meeting the needs of the individual. Make a list of your current clients and touch base. See what their current needs are and tailor make a service pitch. They will feel like a priority because you just made them one. Your brand is much more likely to sell to a client that feels like they are the most important part of your business.
There is no doubt sales is a volume game, but you can only work so many hours in a day. Learning to prioritize clients and sell smartly means your time will be well spent. Having a good prospect list is important, but without prioritizing that list, your sales efforts will fall on deaf ears.