A vitally important sales activity is that of managing existing customer accounts to consolidate and grow the relationship. Yet, unfortunately, when compared over time, the customers' interest levels increase while salespeople's interest levels tend to decrease. This creates a "relationship gap".

Another major issue is that too often the salesperson fails to expand his "contact base" as this next survey proves which results in vulnerability and exposure to competitive activity

Periodically, the Financial Times conducts a survey of British industry to establish how companies go about their purchasing. The survey is very comprehensive, broken down into many kinds of products and services. From a Sales Director's perspective, theses are very worrying statistics

Customer size (by number of employees) - Less than 200
Average number of decision influencers - 3.43
Number of influencers visited by salespeople - 1.72

Customer size (by number of employees) – 200-400
Average number of decision influencers – 4.85
Number of influencers visited by salespeople - 1.75

Customer size (by number of employees) – 401-1000
Average number of decision influencers – 5.81
Number of influencers visited by salespeople - 1.90

Customer size (by number of employees) – 1001 Plus
Average number of decision influencers – 6.50
Number of influencers visited by salespeople - 1.65

In essence, without a sustained approach to ongoing servicing and support activities, customers that took months to win are ultimately lost because there was a lack of interest from their supplier.

To-days clients/customers are looking for vendors who can be business-partners, who are willing and able to share risks and who are able to properly manage the entire sales process.

FACT: It costs seven times as much to locate and sell to a new customer
as it does to an existing one.

Are you making the most of your customer base? Answer the questions on the following page honestly and find out.

QUESTION
1. How many regular clients do you have?

2. How many of them have bought in the last
three months?

3. Of those 'regular clients' how many have you seen
in the last month?

4. Of those, in how many have you progressed upwards
from the user/recommender?

5. With how many of them do you enjoy exclusivity i.e.
preferred supplier status?

6. How many of your clients have bought more the
'second' time around than when they originally bought
from you?

7. With how many of your regular clients have you conducted
an account review within the last six months?

Study your answers - Are you confident you are making the most of your existing accounts?

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