Every business man  spends quite a bit of time looking for the next source of quality leads, new business, the life blood of growth and development.

Many businesses spend a huge amount of money prospecting, advertising, communicating, marketing in many ways searching for the best and most cost efficient new business development strategy to identify, reach and harness new business relationships.

Just possibly its looking you right in the eyes, begging for recognition, attention, pleading for your identifying the potential and waiting to be successfully serviced and exploited.

What is it you wonder? Waiting new business in your existing account list, that’s your best prospect list and you already own it, it is already in your data base and you have already hopefully established a successful relationship.

If you are doing a good job, delivering a quality product or service, pricing it for value and delivering value, irrespective of the price point, you should have less resistance and far more acceptance,  selling a second or third item or service back into the account.

Of course this naturally depends upon what it is that your marketing, and if there is an opportunity for second and third sales, but assuming there is, these are your best leads. They are already satisfied customers and if there is any potential for a second sale,  all that is necessary is for you to ask for it? Maybe a slight adjustment, better design, whatever it takes to create renewed interest in additional sales opportunities, perhaps its a special old client appreciation program.

Remember that successful selling is a direct function of creating a positive relationships, if this is accomplished, a second sale should be forth coming as soon as appropriate, as soon as you ask for it.

If you failed to create the positive relationship and merely sold the item or service, then the strategy may require you to take a half step backwards and re-develop  your relationship with soft communications, soft selling, special events, special private sales and rebuilding the relationship based on the original successful sales experience.  This may be a little backwards, a little delayed,  but still recognizing the value of building and importance in creating a positive relationship.

The experience can be renewed if you provided a quality product or service. If you have the contact information, you have an opportunity for a marketing plan and a likelihood for rich repeat business.

Unfortunately I frequently run into businesses that have failed to retain this precious information, previous client contact info. It is the most valuable list imaginable and cannot be purchased, thus I typically reject the notion and send them back to UPS shipping records, old invoices, copies of old checks, whatever it takes to recreate the customer list. I also take this opportunity to urge you to make the change today, collect valuable client contact data, starting today and recreate your history at any cost. There is no more valuable list.

Once the list is established and evaluated, devise your marketing strategy and implement your relationship building communications. Implement the plan….reap the sales benefits.

As an example, an electrician client created a Public Safety Notice program promoting products and services they could install that had a public safety concept, created good will, and delivered a very soft sell, yet re-established the basis for relationship while advancing the plan.

No matter what, there are waiting sales in your past business client list…just waiting to be asked. Ask them.Call if you need help. 413-549-2966.