They say that the only constant is change. That is so true. Change happens all the time, in all ways. Some change we can foresee and other change pos up unexpectedly. Your clients are also experiencing change. That change can lead to opportunity for you, or someone else.
So many salespeople move on immediately after the deal is signed. The ink isn’t dry on the contract and they are off hunting for other business. Okay, it is true that we have to be hunting. We also must be nurturing. So, let’s look at nurturing as hunting from within.
If we don’t look at nurturing as hunting, we engage in all sorts of false thinking.
False Thought 1: The client knows everything we offer
Truth: No they don’t. If the salesperson made the mistake of telling the client everything during the sales discussions, the client wasn’t listening. They only listen to what is relevant to them; to their current need.
False Thought 2: If the client needs anything they’ll reach out
Truth: Not necessarily. Remember Truth 1 – they don’t know everything your company offers. They are going to contact the company that has been nurturing a relationship with them.
False Thought 3: The client has everything they need from our company. It’s time to find other business.
Truth: Maybe that is true right now. But, there’s the chance that will change. Remember, change is constant.
Picture This
Jonny finally gains a new client. He believes that they know everything his company does so if they need anything more, they’ll reach out to him. About 10 months later he finds out his client has signed a contract with a competitor for something Jonny’s company could have provided. Jonny is shocked, and disappointed.
Jonny should be disappointed – with himself. If he had maintained a relationship with the client he would have learned about the need. It’s never good to be surprised by a client. The best course of action is to establish a process for continuing to engage with our clients. Nurturing doesn’t mean overtly seeking more business. It means continuing to be present and learn about the client. Learn with an open mind.
When you hear about a need that you can’t fill, introduce them to someone who can. Then, when you hear about a need that you can fill, tell them.
The more you pay attention and keep up with the changes, the more opportunities you will find to do more business with your clients. And the stronger the relationship will be.