Three Ideas to Re-Tool Your Client Portfolio

Growing your client portfolio has never been a simple, or straightforward endeavor. Headwinds from a global pandemic, lockdowns, and the new “work from home” movement don’t make it any easier. The scope of your go-forward plan will depend on whether you’ve decided to make things happen, watch things happen or be left to wonder what happened.

If you’re helping your team to re-tool their client mix, you should understand the impact of triggering events, how to leverage what’s working today and how to equip the team with the right tools to be successful.

Triggering Events

People change for different reasons, but there usually always is a reason. These can be referred to as triggering events. Something has to happen to initiate a triggering event — a new product launch, new management, new competitors, or maybe a health or economic crisis.

These events are catalysts for change and can open the door to those who are prepared. Be on the lookout for these in your market area. Knowing how your best customers use print to drive their business may help in determining how you might be able to help others like them.

Leverage Your Skills

If you’re in virtually any business, you are solving customer problems and creating value everyday. Learning how to identify the impact you have on your customers’ business is the first step to repeating it on purpose. What’s the best way to find out what that is? Ask them.

You can do this through a satisfaction survey or a more structured business review. If you’re in a leadership role, maybe you can pick up the phone and call your customers. Ask them if and how you are making a positive impact. Whatever they tell you, you’ll be able to learn from it and build it into your new strategy.

New Tools for a New Day

The environment we find ourselves in has created a pause for many who are responsible for developing and nurturing customers — especially new opportunities. Ok, maybe not a pause, but speed bumps for sure. What we find is that the tools and tactics that were used yesterday may not be as effective today. Many in-person meetings and “show and tell” presentations have been replaced with phone, email and video conversations.

Make sure that your team has the right presentations, tools and training for today’s selling environment. For many reps, it’s like they are working with one hand tied behind their back. We are in a new day, with new rules. The ability to present your business case to a new prospect may hinge on your ability to navigate with the new tools designed for today.

If you have any comments or thoughts as to how you’ve approached these issues, please send me a note or include them below.

Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to owners and CEOs in the Graphic Communications Industry by providing direct and realistic advice, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.