We all know there are myriad advantages of upselling and cross selling our client bases. This is a much easier, more cost effective audience to reach than untapped prospects. No matter what you budget, looking to your client base is always a good idea. But when things tighten, it makes the most sense.

Are you doing enough to maximize the possibilities that exist within your current and inactive client base? Read on for some practical ways to ensure your marketing programs are effectively hitting these buyers.

1. Host user groups. Largely the domain of software companies, annual user groups are powerful means of boosting customer loyalty, reinforcing to customers their value to your company, and creating soft-sell opportunities to extend into this base. User groups can range from grand spectacles to smaller-scale events. They must have considerable value to get your customers to attend, with a focus on helping users do their jobs more effectively. Considering hosting a user group but not sure on how to get started? Contact Q2 Sales to learn more.

2. Hold customer appreciation events. This can be part of a user group, or an independent program. Ideas include sporting events, renting a movie theater for a day, upscale receptions and more. Regardless of the activity, it’s recommended that you take the opportunity to promote a new product, service, upgrade, etc. Otherwise, you’re missing a great opportunity with a captive audience. But, be careful. There’s a fine line between short, insightful comments and droning on and losing your audience. Nothing inspires the captives to be set free like a long and boring address.

3. Distribute a client newsletter. From a resource perspective, a newsletter program is a tactic that’s manageable for most organizations. But you must be able to generate content every month or quarter. Many corporate newsletters don’t get read for a variety of reasons-too many to go into here. But if you want the create a resource-focused client newsletter with the purpose of cross selling your client base, you need to lead with content of value. Blatant sales overtures only inspire unsubscribes.

One of the most effective goals you can accomplish through a client newsletter is to educate your client base on other services or products you offer. There’s a good chance your client base doesn’t know about other ways you can help them. As a result, they may unwittingly take their business elsewhere. But by including short case studies or service briefs, you can help round out your customers’ understanding of what you do. And this will help round out your bottom line.

4. Consider bill inserts. Depending on the level at which you are selling, bill inserts can be worthwhile. These can promote special discounts for customers, upgrades, or other offers only for customers. If the price tag is high enough, your invoices will go to the decision maker you want to reach. Otherwise, they won’t get to the right person and shouldn’t be pursued.

5. Offer incentives for Customer Care. If customer care will play a role in upselling or cross selling activities, then offering incentives for these team members is essential. Whether their role is in promoting the offer and moving customers through the sales pipeline or closing sales, carefully consider incentives to encourage them to create results.

6. Don’t be a bad loser. There are two kinds of losers in sales and marketing. The first kind is the worst. They lose, don’t learn why, and continue the same patterns. The second kind lose, find out why, and take precautions to minimize the chances of losing again.

Good marketers know that when you lose customers, you need to find out why. Challenge your team’s assumptions and find out the real reasons for these losses. A survey of lost customers, administered by a third party, can help you learn why. These lessons learned can go a long way in your future cross selling and upselling efforts.

There are many ways to reach your client base and encourage them to continue to buy from you. Even if you implement or improve only one or two of the programs outlined above, you’ll make a measurable impact.

Posted: Sunday, August 3rd, 2008 | Lead Generation, Technology Marketing
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