Go ViralInside Your Key Accounts

We often think of going viral as a way to reach far, wide, and fast.

But think about going viral within—burrowing deep and reaching wide inside your best clients.

Your best new-business opportunities are inside your best clients.

Let’s agree on a few basics…

• It’s easier to resell, upsell, and cross-sell within a client than it is to find a new client.

• It’s easier to get an internal referral or recommendation than an external one.

• It’s easier to get the order when you’re already an approved vendor.

That’s why your best new-business opportunities are usually inside your best clients, not in unplowed territory outside.

Ask your raving-fan contacts for internal referrals…

So go deep and go broad.

“Who else in the company might I be able to help?”

Ask your raving-fan contacts for internal referrals…

So go deep and go broad.

“Who in the company is having challenges I might be able to help solve?”

Ask your raving-fan contacts for internal referrals…

So go deep and go broad.

“Which colleagues of yours do you think I should meet?”

Ask your raving-fan contacts for internal referrals…

So go deep and go broad.

“What other departments here might benefit from the kind of problem-solving I bring?”

Ask your raving-fan contacts for internal referrals…

So go deep and go broad.

“Are there some introductions you could make for me that would earn you some brownie points?”

Meet more people.

Make new friends.

Ask questions wherever you go.

Earn broader respect as a problem-solver.

Find more problems to solve.

Make more problem-solving proposals.

Close more business.

Deliver more positive business outcomes.

Become more famous around the company.

Get more referrals and keep it going...

Contrary to what some people believe, making big clients bigger doesn’t increase your risk by putting more eggs in one basket—unless it’s the only new business development effort you have.

Rather, it diversifies your revenue within that client, helping to protect your revenue from business changes, economic downturns, and most of all, personnel changes.

Remember…

• It’s easier to resell, upsell, and cross-sell within a client than it is to find a new client.

• It’s easier to get an internal referral or recommendation than an external one.

• It’s easier to get the order when you’re already an approved vendor.

So go deep and go broad.

Go ViralInside Your Key Accounts