Thursday, November 12, 2015

Expanding client base

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     Opportunities to grow your business are all around you. Expanding your client base takes two initiatives. You should pay attention to both.

     One way is to offer more to your present customers. The other way is to get more customers. The two are interrelated. 

     Example: John designs websites for clients. To expand, he began offering clients social media packages. He made it a point to visit each client, showing what he could do for them in the realm of social media. Some clients had no idea how social media could help them. Others were using Facebook, Instagram and others to promote, but John showed them how they could optimize effectiveness. Not only did John realize an expansion of services sold to clients, but new clients began to call him--as the word was passed around by clients. 

     Example: Sue is a hypnotherapist. She specializes in weight reduction and stopping smoking sessions--private and group. To expand, she reached out to physicians, informing them of her services. She also showed them that she also could help with pain management issues. This put in place an expansion of her former client base, building on what she already offered, but expanding into a new area as well.

     Example: Russ is an independent insurance agent. He has built up a client base filling various needs--homeowner's insurance, flood, accident, life. He began reminding clients that he could write other types of insurance--loss of business, key man or partner insurance, etc. His business expanded--because he educated his clients in all the things he could do for them.

     Example: Donna's restaurant was a local go-to place for healthy meals. Customers regularly returned and referred others. Donna also offered catering, but she did not remind people often enough that she could handle their parties and special events. When she mounted a social media campaign emphasizing catering, her business increased. 

     Every business tends to settle into a comfortable routine serving their customers and clients. And clients tend to do the same thing. 

     Break out of your comfortable zone. Remind people of all the things you can do for them. Blast it out on social media. Expand your base.

     No matter your business, your customers and clients tend to think of you in a narrow way. It's up to you to educate them.   

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