We do put a lot of emphasis here on the necessity of marketing supporting sales. We don’t think you should just put content out for the vague notion of establishing your reputation, and we emphasize that a lot when we talk to prospective new client.
That does create a conundrum in some situations, though. If the priority is to support sales, why should anyone hire us if they’ve got all the business they need?
To support sales, that’s why.
“Huh?”
Fair question. But stay with us.
Sales is not merely the pursuit of customers you don’t already have. Successful organizations have always understood: The most important companies to engage in your sales efforts are your existing customers.
We’re not only talking about upselling here. We’re also talking about solidifying existing relationships. If you look at your customer list and tell yourself you have all you need – or even more – great! That’s a wonderful asset. Quality communication is one of the ways you nurture that asset.
Even if your customer list was so solid that would never need to find a new customer for the rest of the time you’re in business – which can only be true if those existing customers really value the relationship with you – then there is no one you should be talking to more.
Regular communication with existing customers not only helps you upsell – although it certainly can do that – but it can also remind your great and satisfied customers about why they find so much value in working with you.
Granted, the statement we’re about to make is very much in our best interests. But it also has the virtue of being true: Communicating is always the smartest thing to do.
Need new customers? Tell the market why they should be working with you. Don’t need new customers because you already have so many good ones? Stay engaged with them so both sides get even more out of the relationship.
And of course, if you already have more customers than you need, you can afford a top-flight communication effort.