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Many sales people overlook the importance of their existing clients, focusing only on gaining new business. But this is a mistake: existing clients can be the best sources for new business. They’re already bought in, they’re likely willing to pay more, and they know the work you do; sales people should capitalize on the relationship.
According to Gartner Group, 80% of a company’s future revenue will come from 20% of its existing clients, and existing clients convert at 60-70% compared to new prospects who convert between 5-20%. Why not try to grow that business?
Here are six ways to network inside a company:
1. Build real relationships
Go beyond business: actually get to know clients on a personal level. Learn about their families and their interests, and remember the details. Invite them to sporting events, concerts, or philanthropic events; make their colleagues jealous they don’t get to do the same. Clients are more likely to recommend a company if they feel they really know you.
2. Ask for referrals
Want to meet more people in a company? Ask to be introduced! Ask current contacts if other departments need the company’s services, or mention you’d love to meet their colleagues.
3. Get to know their office
If possible, always have meetings at their office; don’t have business lunches at a restaurant or grab coffee. Figure out the layout, and learn the company culture. If there is a document to be couriered, drop it off instead.
On holidays, deliver treats like Halloween candy or Christmas cards. Be seen by other people in the office… when you come to them to network, they will be more likely to already know who you are.
4. Get to know gatekeepers
Gatekeepers should be a sales person’s best friend. They are your in! They usually know who the right person to speak with is and what they like. Build a relationship with them… it will make the job much easier.
5. Cold call and name drop
Cold call other departments or managers at a client’s company, and mention the name of your existing contact. They will be more likely to say yes to a meeting if they know you’re already working with the company and having success.
6. Do good work
This may seem like a no-brainer, but networking in a company won’t work if the client doesn’t like the service or product being provided already. Work hard to produce for clients before trying to grow the business. Be honest with companies, and do what’s in their best interest, even if it’s not in yours for the short-term. Establish trust by always following up and delivering on promises. Set a precedent for excellence, and clients will be more likely to provide introductions to other departments.
