Why pure actionism brings nothing
Company in such cases send their salespeople into cold-calling training courses: telephone, trade fair acquisition, unannounced visits. Those who gain the most new customers are the most respected ones.
Well, if there is so much optimism and determination. But in the long term, the strategy of growing only through new customers can become very exhausting.
Massively winning customers brings nothing
And most of all: massively recruiting new customers is only of use if they are subsequently maintained. Otherwise they soon jump off again or become C customers.
The previous customers feel neglected and gradually slip away. In any case they do not sell their sales with this company.
Exploit the potential of existing customers
Often, I have seen companies put on new customers before they have exhausted the potential of their existing customers.
And there is the hook. Attracting new customers is not wrong in itself. But there are other activities where you can use your time more sensibly.
Low effort, high effect
The most successful sellers are usually those who achieve the highest effect with the least effort.
A Swiss officer once told me of a rather striking example: All soldiers in Switzerland are classified internally according to a simple scheme: Are they stupid or wise? Lazy or diligent?
- Who is stupid and lazy, becomes an easy team. In case of war, these people are sent to the front as cannon fodder.
- Anyone who is stupid and hard-working should secure supplies in case of war. He tirelessly drives the truck to wherever they are told and does not ask if the route makes sense.
- Whoever is cunning and hardworking, will be unofficial.
- But whoever is cunning and lazy, becomes an officer. These people are thinking about how to use their resources.
Time to invest wisely
Clearly diligence is necessary for a seller. But intelligently used, so to speak rationalized diligence. A higher form of laziness, then.
And that means: before you think carefully, where it is worth to invest work and time, and where not. Set priorities.
The meaningful priority order is:
- Exploit the potential of existing customers
- Rebound customers recovered
- Enable snooze
- Winning new customers
It costs much less effort to exploit the potential of existing customers than to attract new customers. At least the same effect.
In 20 years of professional experience, I have analyzed the data of the literature on the relationship between expenditure and income and summarized it into a formula.
The 1-3> 7 principle
It applies to every industry and company form, except for start-ups that do not have a permanent customer base. But in all other situations, you can expect:
- To fully exploit the potential of existing customers costs simple effort.
- Leaping back customers is the triple cost of this effort.
- Buying new customers costs at least seven times as much effort as the potential of the regular customers.
This is my 1-3> 7 formula. That's the theory.
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