Apr
12

Client Nurturing

selling-energy

Your existing customer base is a significant (and often overlooked) asset. It’s easy to get so wrapped up in new customer acquisition that you forget to leave time for client nurturing. Energy projects are often large-scale and time-consuming – which means you don’t necessarily acquire vast numbers of customers.

Client Nurturing

Most of our blog readers have a client base that makes it possible to pick up the phone and talk to each one every three or four months. Even if you had 100 clients, you could find time to make 100 calls every three months if it meant that you would be nurturing your network and potentially adding value for your customers. Ask questions like, “Now that you’ve had ‘x’ installed for a while, have you noticed any benefits other than the ones you used to justify the project for your capital budgeting folks? Can you think of anyone you work with – either in your own organization or others – who might be interested in enjoying the same benefits that you’ve been enjoying as a result of this project?  What other projects or initiatives are you working on these days?”

Don’t forget that a new budget cycle may mean fresh capital for your products and services. All you have to do is make the call. Even if only 5% or 10% turn into new work (or even new leads), it’s certainly worth making the effort. And by the way, handled properly, these calls could increase the perceived value of your offerings, greatly enhancing customer loyalty in the process.  

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Posted by Mark Jewell