Ep160: Expanding vs. Evolving
You’ve probably spent a lot of time and money figuring out how to talk to new clients. But how much do you know about your existing clients? Do they know you value them?
Why is that important for business?
Your existing clients are most likely incredibly important to you, but it’s important to think about exactly how you are reinforcing their value and reaffirming their decision to work with you. Or at the very least, think about the ways you might be devaluing them, in the pursuit of new clients. Like, for instance, don’t make it a chore for existing clients to login to a service they are already paying for.
It is also important to consider what do your particular clients actually value. Don’t just create activity – no one has space for extraneous events right now – but consider what your people actually value and need right now. This might be a conversation with your clients about what they value, but sometimes it is just enough for people to feel like you have thought of them.
Business owners often get frustrated when they hear from users about what isn’t working, but that is such rich information to have. You don’t have to do everything your clients request or suggest, but if you listen for the opportunity under the request, there is incredible value in that feedback. You just have to know how to eat the fish and spit out the bones, and decide what parts are yours so you can improve and become more valuable.
Business development to new customers is the way to expand, but marketing to existing customers is the way to evolve.
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