Читать книгу Never Say Sell - Tom McMakin - Страница 46

With Thomson Reuters, Susie might come up with a creative new way to evolve the work she is doing for her current buyer. Perhaps her client mentions in passing that some internal visual collateral to help his team get to know these CIOs a bit better would be effective. Susie and her client brainstorm together and decide to produce a series of “getting to know you” video interviews with various member CIOs for Thomson Reuters to share internally and among the group members. Although Susie and her team haven't contracted with clients for this specific type of work before, her demonstrated skills with interviewing executives and the trust she has developed with this client have earned her the ability to help her client in this new way – to EVOLVE the relationship.

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.

 EVOLVE. Susie evolved her relationship with Thomson Reuters, leveraging the trust she's built with her client and the skillsets she and her team have developed to find a way to help her current client with something new, something that PIE has not previously done.