One of my most remarkable self realisations came to me once I had sat down and rated my client base. Yes, rated them. A simple matrix of pros and cons, weighted scores and inputs from all of my stakeholders. And when the numbers were crunched, it left my clients rated as a, b, c, d.
I sacked my d’s. Gave the chance to my c’s to become b’s (but if they drifted lower, well…). Nurtured by b’s with a view to becoming a’s. And rejoiced with my a’s (great work places, great payers, proactive, geographically convenient, low risk, quality.com.au referrers, understood what quality management systems were all about.
What I quickly realised that all of my b’s also understood quality. Both a and b had been converted to the ideology of quality management systems, either by me, by customers or by circumstance. There was no need to snake oil them about the pros and cons of a quality management system, they just needed a solution to a resource issue to keep the system improving and certified.
And so the profile of these wonderful a’s and b’s quickly gave me parameters to target potential clients with thoughtful, focused messages through web, through newsletters, through touch points. The sales process was streamlined and the conversions sky rocketed. Taking away the ‘conversion’ discussion in a sales call left little to distract from the potential solution to be discovered. Are you selling to the converted?
previous blogs; http://johnmasonstuff.blogspot.com/
http://john-mason-stuff.blogspot.com/
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