How do you get clients to buy more of your services?

Posted on: January 25th, 2011

It’s an old adage that it’s far easier to sell more to an existing client than to get a new one on board. But how do you get existing clients to buy more from you?

Here’s my suggestion. I call it my ‘marketing table’:

Create a table, with the product/service you offer down the left hand side and the names of your clients across the top. Where a client has bought a product or service from you, check that box with an ‘x’.

So, my table would look something like this:

Client A

Client B

Client C

Client D

websites

x

x

articles

x

brochures x x

newsletters

x

sales letters

x

case studies

x

leaflets

x

press releases

x

annual reports

x

x

voiceover scripts

x

You can see from this that there are quite a few gaps to be filled – which means there are several areas where I can try and cross sell my services.

Now it could be that one or two of your clients wouldn’t be interested in buying any additional services from you. But it could also be the case that the others simply didn’t realise you offered any other services. For example, if they know you for designing websites, they may not know that you are also an excellent caricaturist.

Take the initiative

Be proactive. If you offer six services but your clients currently only buy one or two of these, next time you meet them, make him or her aware of these other services you offer.

It does work.

For example, about three years ago, I suggested to one client that they introduce a regular e-newsletter to their customer base. They thought this was a great idea and the result is that they make regular contact with their customers and it gives me additional income on a regular basis. Win win.

So don’t be afraid of suggesting things to your clients. The worst thing that can happen is they say ‘no’. But they might just as easily say ‘yes’.

Tell your clients about everything you offer

There are three ways I ensure my clients know all the services I offer:

  1. I list them on my business card and website
  2. I issue quarterly email updates to my contact list with links to some of the latest projects I’ve been involved with. I try to make these as varied as possible to demonstrate the scope of my recent work.
  3. Every time I start a new project, I write a status update about it on LinkedIn.

How many gaps do you have in your marketing table?

What success stories have you had when suggesting your client buy additional services from you?

3 Responses to “How do you get clients to buy more of your services?”

  1. [...] This post was mentioned on Twitter by Win That Bid, Carole Seawert. Carole Seawert said: How do you get clients to buy more of your services? http://bit.ly/iiiP0W (new blog post). [...]

  2. Arne K. Haaje
    January 25th, 2011

    I also use the business card to list some of the options, but will try to include some more when making new cards soon.

    The email update is good, but I’m a little worried about using it to often, for fear of alienating customers because of beign perceived as spam.

    Thanks for the tip about using LinkedIn for new projects. That’s very good! I’ve started LI quite a bit lately, so will definately keep that in mind. Do you publish the name of your clients there on the update, like “Started work for XXXyyy”, or do you keep that info confidential?

  3. Carole
    January 26th, 2011

    Hi Arne

    I agree – don’t do the email updates to clients too often or they’ll delete it as spam. Maybe three times a year? It’s a good way of showing them the range of what you do – and who you do it for….

    Yes, I usually publish the name of the client in my LinkedIn status update (unless it’s a confidential project, which doesn’t happen that often). I also upload examples of my work to LinkedIn. These get looked at on a fairly regular basis.

Leave a Reply

Type your comment in the box below: