Part 1

Ok, it’s me again, your business development guy in financial risk management clothing. In my first blog, I promised that I would start providing specific tactics related to optimizing penetration and retention efforts.
 
So, in “non-consultant” speak, we’re trying to figure out:

  • how we are going to get deeper with existing clients;
  • keep the (good) business we have; and 
  • find new opportunities.

Today, we’ll focus on client penetration strategies. Some of this should be pretty self-explanatory.  If it is, that’s good. If it isn’t, you have a lot of work to do.

First, let’s recognize that not clients are going to be suitable candidates for increasing the existing relationship. Secondly, we can’t focus strictly on those “A” clients in our portfolio (assuming that you’ve implemented even the most rudimentary sales segmentation strategy, which is categorization into three to four tiers based on total relationship). There simply aren’t that many and if you’ve done your job effectively, there shouldn’t be many more “A” clients to add.

Getting deeper requires a defined approach. It doesn’t just happen. Clients will not call you on a regular or on-going basis and tell you that they need more services (well not usually). Rather, the responsibility rests on our shoulders to uncover changes in their operations and to look for signs that indicate growth, changes in direction and/or priority or changes in their day-to-day activities.

Sounds simple right? So, how should you do this?

One approach might be to engage in a “client call/touch routine” that will have you contacting the upper 65 percent of your portfolio on a pre-defined schedule or frequency. The rationale being that continued and consistent interaction with the client base will result in both uncovering possible “new” needs as well ensuring that in the event there is a competitive effort underway, we will have the opportunity to provide our recommendation.  

My next blog will feature two additional tactics to include in your relationship management process.