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I Found £4.2m in Client Satisfaction Surveys
Created 7 years ago in Sales & Marketing / Growth Strategy

It occurs to me that there are three main ways in which new or additional business can come to you:
You go out and find it (Hunting)
It comes in through referral or inbound marketing activity (Trapping)
You can up sell and/or cross sell to existing clients (Farming)
1 is hit and miss. Mainly miss!
2 is difficult to predict, if at all.
I've heard it said that it's easier to get £100 from an existing client than £1 from a new one. That's certainly been my experience.
In 2013 I devised and conducted a client satisfaction survey for one of my clients.
As someone not closely involved with the day-to-day management of the projects, I found that the clients were much more open with me than they would have been with their agency-side account or project manager.
From a list of 11 clients, I identified two accounts that were at risk for reasons of chemistry which we were able to address. Had we not received this vital feedback then, one or both of the clients may later have decided to go elsewhere before we had a chance to fix the problem.
I estimate that we avoided losing two clients and well over £200k of hard-won and profitable revenue per annum.
But of much more interest was what I learned about future client plans, about which the account teams had little or no knowledge.
I estimated that the plans had a total value of £4.2m.
More than half of the clients were unaware that an existing trusted partner (us) had the capability to deliver against these plans. "Really? I didn't know you did that"
My client followed up these leads and in the 12 months that followed, closed 65% of the additional business.
So ... get someone unconnected with your day-to-day operations to conduct client satisfaction surveys. Your clients will be pleased that you value their satisfaction and that you don't take their business for granted.
You might also find some hidden treasure just waiting to be picked up.
If you'd like to see the survey questions or have me survey your clients with the new business radar on, drop me a line. It doesn't have to be costly. You could save clients and fill up your future order book.
Don't hunt! Trap and farm.
Mark Walmsley (Consultant Marketing Director)
mark@markwalmsley.co.uk
www.about.me/MarkWalmsley
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Mark Beckett Walmsley
London
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What makes your business different, better and remarkable? I can help you capture and communicate that. I have over 20 years' experience helping startups, small businesses and global organisations all over the world get their marketing ducks in a line and focus on what really works. ClarityFm gives me the opportunity to share my ideas, expertise and experience across borders, continents and oceans at rates that make sense all round. I lecture on marketing as a guest at the universities of Greenwich and Bournemouth in England and I am a fellow of the Royal Society of Arts. Book some time with me and I'll share your content to my 14,500 first connections on LinkedIn and to my LinkedIn group with over 11,000 members. www.parela.co.uk www.Chufd.com https://www.linkedin.com/in/markbwalmsley/
Reviews (9)
Great, helpful advice! Mark was super insightful into growing a marketing agency and increasing work/revenue/profit with existing clients.
Source: Clarity Stephen Roe May 25, 2018I have known Mark for almost four years, and wish it had been longer, and that during this time we could have spent more time working together. For those of us working within health services, I think it is rare to come across someone whose ideas and thinking are always worth listening too, but in my experience Mark's thinking is always worth paying close attention to. Whether in relation too his understanding of the digital world and social media, or his empathetic attunement to patient experience, there is never a wasted word. The freshness and clarity of his ideas have repeatedly stopped me in my tracks, and critically afforded a reappraisal of what I was hoping to achieve; wastage of time and resources is minimised, whilst a sharper focus for the work comes into view. Whatever the project, he is able to allow the spirit of the work to flourish, and not be drowned in current fashion or policy. My work in e-Mental Health has been so usefully reshaped thanks to his support, many will reap the benefits. It is hard to capture to how this mixture of imaginative thinking and real world pragmatism helps a project move forward, successfully, but if you want a project or your work to take a leap forward in terms of quality and effectiveness, I can think of few others that can help as Mark does.
Source: LinkedIn Richard Graham Dec 31, 2014I had great pleasure of having Mark as my career advisor and mentor.
Being inspired by his invaluable experience, support and insights into multi-channel marketing, I use Mark's advice at work.
A great energy in his voice that has a persuasive communicative power makes him an outstanding public speaker. Very personable, creative and infectiously passionate about his industry, Mark is a high calibre professional to aspire to.
Source: LinkedIn Olly Robakova Dec 31, 2014He tends to win pitches when he's very early for them, which is all of the time. It's been a great pleasure working with the chap.
Source: LinkedIn Ifty Ahmed Dec 31, 2014Whenever I hear about yet another new business deal, or another new important connection made, I always say that I want to be just like Mark. In ten years time, I hasten to add, but most definitely wearing the same shoes and enjoying the same phenomenal success rate in business.
Mr. Walmsley - I salute you!
Source: LinkedIn Nik Antonas Dec 31, 2014Mark is a social network fanatic. He is a rare breed in that he is someone who actually understands how it works! He is able to live, breathe and eat digital media and social networking. I am not sure how he does it - but it works fantastically well and he is able to explain how to use it for marketing campaigns clearly and succinctly.
Source: LinkedIn Louise Spiers-King Dec 31, 2014Mark's great to work with. I've developed/delivered joint pitches with him on a number of occasions: he turns round very creative, workable ideas in next to no time and is incredibly well informed/brings some great experience to bear.
Source: LinkedIn Pippa Goodman Dec 31, 2014Mark and the Escape Committee are the absolute authority in delivering outstanding, well though-out web design that can win over the entire organization, not just whomever driving the project. This proved absolutely invaluable when delivering a website for a big organization that consists of separate divisions. They've also got research to backup design decisions, which makes all the difference!!
Source: LinkedIn Alex Shapiro Dec 31, 2014the startups.com platform
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