Читать книгу Never Say Sell - Tom McMakin - Страница 43

In the course of Susie's discussions with her buyer at Thomson Reuters, she might ask about the initiatives underway in their research department. Susie has ample experience leading research projects at PIE, she just hasn't done this work yet with Thomson Reuters. After checking in about this every so often over the past couple years, her client responds one day by saying he heard earlier that week from a colleague on the research team about a current project that made him think of PIE. They were looking to interview 50 Am Law 100 HR directors to understand buying decision factors for HRIS solutions, and it sounded like the team might need some help. Susie's ears perk up immediately at this – recruiting executives to participate in studies, interviewing them, and synthesizing those interviews into a whitepaper is exactly in line with how PIE has helped other clients before. Susie's client gives her the name of his colleague leading the research effort so she can follow up and offer to help. This is how we REACH with our clients – helping a different buyer with different work they haven't previously hired us for, but which we have strong experience completing.

We can lean on a little bit of extended trust (they know our current buyer, who is also from Thomson Reuters, trusts us) and a little bit of credibility (we've done this kind of work successfully for other clients) – but both of these are far more tenuous than if we have done this kind of work for this same person.

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).

 REACH. Susie reached to help a new buyer in Thomson Reuters with a research project, a service with which she has strong experience but has never performed for Thomson Reuters.