Читать книгу Never Say Sell - Tom McMakin - Страница 40

With Thomson Reuters, Susie knows her current client has a specific target audience: Am Law 100 CIOs and CFOs. However, she also knows that her buyer has peers in his organization whose target audiences are slightly different but are equally focused on deepening relationships with current and potential clients. Susie finds out through conversations with her current buyer that he has a peer in the organization whose mandate is to build the same kind of relationships in the media and telecommunications space. She asks him to put her in touch with the woman who leads this practice and Susie is able to help develop the exact same kind of programs for this new buyer. She's already demonstrated PIE can deliver this work successfully for Thomson Reuters and can now expand to other practice areas.

The Diamond of Opportunity in Action

 MORE. Susie has grown the contract to include more of the same work for the same buyer (virtual peer exchange facilitation).

 EXPAND. Susie expanded this relationship by offering an adjacent service (facilitated live events) to her same buyer.

 EXTEND. Susie extended this relationship by offering the same work to a new buyer (building a new virtual peer exchange group in the media and telecommunications space for a new buyer).