After the Sale

Selling While Serving

Watch your relationship balance sheet; assume it is worse than it appears, and fix it.

—Harry Beckwith1

A client has agreed to hire you and congratulations are in order for the successful sale. Now the real marketing work begins—after you have landed the client engagement. As stressed earlier, your goal should be to obtain 60 percent of your new business from current clients or from their networks.

Many consultants fail to build the client relationships necessary to achieve that goal. If you find yourself in the following situation, it's a warning sign that you are on the wrong track.

You're just finishing up a productive meeting with a long-term client discussing the details of an ongoing project. The conversation shifts to other topics, and the client asks how you are faring in the race for a new project that another executive in the organization is sponsoring. You are stunned because you weren't aware of this important opportunity. Your firm is well qualified for the new project, but now you would have to play catch-up to be considered for the work.

Although the best consultants can recapture lost ground, learning about a project late or secondhand signals that you need to devote more effort to cultivating relationships within the client's organization. You

0 0

Post a comment