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The Revenue Growth Habit


Are Internal Communications Your Missing Link To Revenue Growth?


A lot of my work with clients re-


volves around communicating with cus- tomers and prospects. I teach salespeople how to commu- nicate to existing customers about all of things they can buy from you, because current customers are only consciously aware of about 20 percent of what they can buy from you. And how to communicate with


prospects, not just customers. Because too often, our days are made up of an- swering calls from current customers who need something, or have a prob- lem. These calls come one after anoth- er, and when they do, we don’t get a chance to call on prospects. I also implement systems of market- ing communications: building your list, sending a good newsletter every two weeks, and a did you know email on the in-between weeks. Recently, however, I’ve also found


myself working another kind of commu- nication, and found it to be equally im- portant: internal communications. It turns out, some of my clients have


entire departments that don’t interact with each other on important issues like what products your customers might need. For example, at many companies,


the internal customer service people don’t really talk with the external sales- people very much. They might discuss urgent, pressing things like an angry cus- tomer, but they rarely have the time (or, frankly, the interest) to alert their sales counterpart about a product they just uncovered a customer is buying. You know, we sell that here, and everybody knows one P.O. is better than two! Let’s say a customer service person


is talking with a customer who mentions their frustration with another supplier. This should immediately be communi- cated to this customer’s salesperson so he or she can call this customer on the phone. Why don’t you let me help you with that?


®


Alex Goldfayn is the CEO of The Evangelist Marketing Institute, LLC, a revenue growth consultancy. He is the author of the 2015 sales book of the year, “The Revenue Growth Habit: The Simple Art of Growing Your Business By 15 Percent in 15 Minutes A Day.” Visit his website at www.evangelistmktg.com.


Many companies have orders or


quotes that occur on their web site, but often the salespeople are not copied on these electronic communications. Why not? This is a glorious lead generation resource. Imagine if salespeople were asked to call -- again, on the phone – customers who request a quote or enter an order online? I saw your order come through, and I wanted to learn a little bit more about what you’re sourcing and how we might be able to help. We han- dle many products that complement the one you ordered. Also, here’s a fascinating one. I


teach nearly every client to offer addi- tional products and services to your cus- tomers, as discussed above. But many times this staff doesn’t know what they can offer! The customer doesn’t know what else they can buy from you, but neither does the staff! And if the custom- er-facing people don’t know what they can sell, how can customers buy it?! Finally, while I speak to the custom-


ers of my clients on nearly every project to collect testimonials and present them to the customer-facing staff in the work- shops I conduct with them, these testi- monials are frequently not seen again. If you have good testimonials from customers you should actively placing them in front of your team. Let people see how good they are. Put them on the walls! Put them into people’s email in- boxes. Trickle them out. Remind people what they do. They are not selling prod- ucts and services, they are improving lives and companies.


ternal


So then, it seems that some key in- communications,


systematized,


can significantly improve revenue at most companies. These communica- tions lag because people are busy! They get to work, the phone starts to ring, and


keeps ringing, until it’s 4:30PM and time to go home. What to do? Implement fast, simple internal communications practices: Conduct customer huddles. Once


a week, with all customer-facing staff. If they’re remote, they can join via web meeting. Thirty minutes maximum. Ev- ery person brings a customer to the ta- ble who can buy more, or is buying from another supplier products or services that you can help them with. Do these meetings weekly, and think of them as focused conversations for internal refer- rals.


Create a categorized list of did you


know questions. If a customer buys this from us, here four or five additional products or services that you can and should offer them. Tape these lists to the bottom of monitors. Ask people to com- municate one such product or service on every phone call. Email your customer-facing staff


one or two products or services weekly. That’s right, just remind them what else they can offer. Here’s the key: your staff does not need to be experts in the ad- ditional products or services they offer to customers. They simply need to offer the products or services, and if there’s interest, they can connect them to the appropriate experts. Remind your people how good they


are. Systematically communicate what else they can offer your customers. Help them sell more by communicating with them more. To implement this kind of systemat-


ic revenue growth communications, call Alex Goldfayn directly at 847-459-6322 or email him at alex@evangelistmktg. com.


October 2017 ❘ 51


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