In a recent blog I extolled the virtues of selling to the converted. Identification of the converted is simple. Your ‘converted’ clients (and this is the last time I will reference them as such) are your ‘a’ and ‘b’ clients. And how do you determine their ranking? Well you rate them.
Rating clients is a simple exercise of both objective and subjective pros and cons, weighted scores and inputs from all of my stakeholders. Put these criteria into a matrix crunch the numbers.
Do not over complicate the matrix. A simple list of clients on the left side and a list of desired attributes across the top. Then simply tick or cross against each and total the ticks. Simple. Then ask your employees and subcontractors to do the same.
Aggregate the scores and split into four quadrants based on the total spread assigning a rank of a, b, c or d. You may choose to weight certain attributes if desired.
Some of the attributes that get my vote include; great workplaces, great payers, proactive, geographically convenient, low risk, quality.com.au referrers, understand quality management systems, don’t miss deadlines, and so on.
But the act of rating does nothing for you unless you act on them. This means sacking your d’s, making c’s b’s or sack them, nurture your b’s and hopefully move them to a’s and celebrate with you’re a’s and give them unparallelled attention. They will notice and they will reward you even further.
Do this exercise once every two years (or more frequently if there is churn in your client list) and plan your marketing / loyalty programs around those who deserve the attention.
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