We spend a lot of time working out how we are going to sell a certain product. I’ve seen companies spend weeks working out the proper sales process, training the entire team, and then uploading this all into Salesforce. All this is good – you do need to get those wins.
Once you have these deals, you can then start selling more into your customer base. This really is the Holy Grail of selling – you want to continually be offering more value to your customers….and charging them more to do it. (Selling read does have value for the client and the vendor!)
This effort needs a “sales effort” just like all those individual deals you won. Some of the things to work on are:
- What products will they buy in what order?
- What characteristics determine who is most likely to buy more? (not all your customers will buy all your products)
- Are the different kinds of customer clearly segmented for your tech and marketing teams? (they need to give the right message to the right person)
- Do you know how you will move from one group to another (if needed) within the organization?
- Are these growth messages sync’d with your support team so that customers hear from everyone that there are more products?
This sales process will actually be easier than winning new business – it seems more complicated, but it really isn’t. If you’ve done a good job of providing value, the customer will much more easily accept your messaging at face value. You don’t have to deal with the skepticism inherent in a new customer.
I wonder how many companies really focus on this “enterprise” selling where you really sell to the entire enterprise. I hear a lot about “land and expand” but I never hear the plan. Seems like a good idea….
