PR SEO

If you are like most attorneys, consultants, and accountants, many of your clients utilize only a few of your services.

Too often, a client engages another professional to perform services that you could provide.

Cross-selling is when you sell a new service to an existing client. Cycle selling does this in a more complete and systematic way that can become an automatic way of increasing your business.

In a Weber State University study of why clients switched CPAs, the number one reason given for switching was that the CPA was not proactive in delivering services. You can be proactive in delivering services if you will adopt the cycle selling method.

Let clients know what you offer
You know that selling to existing clients is far easier and more profitable than developing a new client.

To ensure that you are providing all the services possible, take advantage of cycle selling.

For each client, maintain a listing of all your services, perhaps in the front of a permanent file.

Then, over a period of two to five years, present each service to your client. Keep notes of your actual conversations with the client and what resulted from your exchange.

This cycle selling concept is not a one-time only proposition; you should keep updating your list of services, and keep reviewing your capabilities with your clients year after year.

Your bottom-line strategy is to make sure that all your clients are aware of all your service capabilities.

Never Assume Clients Don’t Need Certain Services
And don’t overlook the services that fall into the category of “He (or she) will never need this.”

Instead, say something like this: “Mr. Jones, you may never have a need for the service I want to tell you about, but I would be remiss if you weren’t aware of all of our capabilities.”

You never know when this will create a referral to someone who does need the service.

And, by discussing services that you know won’t be needed, you remove sales pressure.

This builds into the relationship the expectation that you will share what you do with the client.

You can even use such discussions as a forum for soliciting advice about the service, or who would need it.

Your newsletter can also support cycle selling. Over time it can feature different clients benefiting from different services, but your personal presentations will have more impact.

Create a System
Present only two new services at a time. Most people are unable to absorb and retain much information at once.

Depending on many factors, you could present two services every three or six months. Develop a system to make it a natural part of your relationship building with each client and you will build your business along with client satisfaction.

Report This Post