Growing customer base

It is a common belief that selling to existing customers is ten times easier than selling to new ones.

If growth is sought, however, the customer's growth opportunities must be identified. Many, many times I have been in a situation where I hear the claim that this client's potential has been cut to the bone. However, it may be that only the self-evident part of the customer's potential is realized. By a self-evident share, I mean the turnover generated by the company's most successful product - a product that has traction in the market anyway.

Could a better awareness of the customer's purchasing power be a solution for a growth-oriented sales organization? How can growth opportunities be identified, and can the customer's purchasing power be analyzed at all? After all, it is the most important condition for customer growth. Only after that comes the ability and skill to sell more.

The answer is yes. It requires information, information and once more information. When a sufficient amount of the company's own knowledge is combined with the customer's key figures and background information – industry, growth and turnover – formulas are created that allow the calculation of purchasing power to be successful.

It is therefore worth investigating the growth opportunities carefully. You will save significantly in the costs of sales if you achieve growth from current customers.