Going Deep!
Welcome again!
One of the trends that has been happening over the last 5 years is companies “going deeper” with their existing customers. If you are unfamiliar with the phrase “going deeper”, I am referring to the idea of offering more products and services to existing customers. Companies are finding out that the cost of acquiring new customers is rising!! It is easier to do more business with customers you already have a relationship with, than to court a potential customer.
So ask your customers, “Is there any product/service that you are not happy with? Are there any additional products and services that we can offer you?” You can’t do everything for your customer, but I will bet there are $’s you are not currently receiving. People deal with people they like, and they might even pay you more for the convenience! Don’t get me wrong, you still need a plan to acquire new business, profitably. However, don’t pass on the customers you already serve.
For example, we had several customers that were only purchasing DVR cards. They were purchasing other items (cameras, coaxial cable, and connectors) from several additional vendors. I had a couple of conversations with them and found out that between the additional shipping and time to order from four different vendors, we could offer them a complete package for the same price! Now they can concentrate on their business and not ordering material. At PCSurveillance.net, we are trying to get away from the classic customer/vendor relationship. We are looking for long term partners!
I hope you enjoyed this article. I am off to the ISC West show in Las Vegas the first week of April. If you are interested in meeting with us, give us a call at (330) 637-0499 as soon as possible and get on our schedule. I am sure my next piece will be strongly influenced by my first visit to the Security Show.
