On the weekend I was talking to friend of mine, Tim, who nine months ago landed a seven-figure deal with one Australia’s major government buyers. In three months’ time, the business comes up for renewal, so of course we were talking about his strategy to retain it.
It was a short conversation, but I was pretty impressed. Tim had thought of everything; he knew exactly how he was going to influence the customer not only to stay with his firm, but to improve and expand on its program of work over the next 12 months of the contract.
Most of the people I talk to are not like Tim.
Tim begins this game with three advantages:
1. He is a partner in a small consulting firm, and he gets to do pretty much what he likes.
2. This customer is Tim's only account, and he has the luxury of seeing to their every whim – full time – while a team of his staff take care of day-to-day delivery.
3. The program of work his firm is doing is expected to take years (possibly decades). It’s very unlikely that the customer will go anywhere else in the short to medium term.
In contrast, most of the customer relationship managers, contract managers and account managers that I know manage multiple customers, many of whom are on very short contracts. A question I get asked a lot is, "How do I give my customers the attention that I want to give them, and that they deserve, without sacrificing everything else that I need to do?"
That's why I'm so excited to introduce my Re-Engage Program.
Re-Engage is designed for businesses who have teams running multiple customer accounts, and who need to drive renewal strategy for all of them – at the same time.
Doing this is a lot like juggling plates.
You need to be able to give one customer your best thinking in a way that's quick and easy to achieve. Once you’ve got that plate up and spinning, you need to be able to get another plate up in the air quickly – for another customer. And so on.
On their own, each of your accounts may be small, but together they probably add up to a lot of revenue that could be at risk if there is no re-engagement strategy. That’s a lot of crashing plates.
If you think you might have a need for this kind of program, please contact me to get a copy of the white paper. Or maybe get a job like Tim’s.
|Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers.|
Re-Engage is my training and coaching program for organisations with multiple major accounts. It will give your people the framework, skills, and confidence to lead contract renewals with your existing customers. Email firstname.lastname@example.org or call 03 9557 4585 to find out more.