By Sid Chadwick – 08/21/19
American Printer

“When we finally recognize we need more business…it’s often…. too late…”…… ……………Anonymous

INTRODUCTION:

Almost every organization that reads this column… has “Neglected Customers”….

phoneNeglected customers”…. include customers who:

…..have not been contacted…in months…by your organization.

…. have not requested a quote…..in months.

….do not know what’s new at your company, and how to use that capability.

….do not know… all that your company can produce…..

….probably have a “relatively new buyer”…..who’s never visited your plant.

Neglected customers”….include customers whom your organization does serve.  In Survey after Survey….customers tell us that their “Survey Sponsor” receives:

….Less than 11%… of their business….

….Less than 21%… of their business….

….Less than 31%… of their business….

While Sales Reps…and CSR’s… tend to believe…and report….that they are receiving 2-3X that percentage of those customers’ business.

Neglected CustomerMany Neglected Customers…. tend to also tell us that:

…they don’t receive much……”Value from your Sales Calls”…

…they also don’t receive enough Sales Calls…but would rather receive no Sales Calls…. until the “Value of the Sales Calls” — improves.

… they would like to discuss a Long-Term Agreement….but only if you – the supplier — are willing to contact them…..to follow-up……you see…..many customers are wanting to “consolidate their suppliers”……(wouldn’t you like to know which ones…..?)…!

SUMMARY:

Would you like to know which customers have that much more opportunity for you…that they are willing to tell you in their Survey….that they are wanting you to know about……?

With that kind of feedback…where you go to get an additional ….5% to 10%….more business….from “current customers”….is available for you to learn…..if you really want to know…..

Of course, not everyone wants to know that level of actionable information…..because when you know that level of actionable, current customer information….you then have to… act on it….and many organizations would rather wait…..and do nothing — that’s so much more exciting….eventually….!

“There is a tide in the affairs of men, 
Which taken at the flood, leads on to fortune, 
Omitted, all the voyage of their life
Is bound in shallows and in miseries…”……………..William Shakespeare

 

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