PART IV

GROWTH

Welcome to part 4. While you now have all the tools you need to begin your Nonstop Sales Boom, we’re now ready for the excitement of the Growth state of engagement on your Sales Radar. In the Attraction state of engagement, clients were just prospects—unknown to you at the beginning but then, having come into contact with your company through one of your many Attraction tools and resources, interested in learning more. In the Participation state of engagement, clients became steadily more engaged as they moved through the qualification, evaluation, decision-making, and final negotiation stages of the sales pipeline, eventually signing a deal with you. In the final phase of the Participation state of engagement, the purchase is implemented, the first wins are logged, and clients are generally informed and satisfied.

In the Growth state, we’re going to take a closer look at the clients we are currently serving to determine which ones have the greatest potential for new and bigger sales: what I call “incremental sales opportunities.” We’ll then focus our efforts on growing our sales to those current clients.

The finest salespeople balance attracting new clients with growing the revenue from their current clients. Remember from Chapter 3 that the percentage of sales from new clients and current clients depends on the circumstances of your firm. A young company might require as much as 80 percent of sales to come from new clients, and 20 percent from current clients, while a company with limited production capacity and little room for growth might get 90 percent of its revenue from current clients. Whatever the figures, the next two chapters will show you how to get the most from the clients showing up in the Growth sector of your Sales Radar.