Читать книгу Never Say Sell - Tom McMakin - Страница 10

This book is a sequel of sorts to a book Tom wrote with Doug Fletcher called How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services. In that book, we asked the question,

 What's the secret to winning new work in professional services?

We interviewed rainmakers at leading legal, consulting, engineering, and financial services firms to learn more about the process of how clients engage with expert services providers. We learned a lot, but the book wasn't out long before many of you wrote us to say: What we're really interested in is expanding our relationships with our current clients. How do we do that?

This feedback isn't surprising. When we ask expert services providers how much of their year-over-year growth in revenues comes from new logos versus expanded assignments, they report new work with existing clients represents an astonishing 80% to 90% of new revenues. We see those same numbers at our company, Profitable Ideas Exchange (PIE™). In the short run, at least, expanding current relationships represents a much larger opportunity than cold calling new prospects.

Sometimes we hear rainmakers talk about how they work to “land and expand” a client. If How Clients Buy gave us landing lessons, Never Say Sell describes how to expand, asking a simple question,

 What's the secret to growing your work within clients?