Anticipating Client Needs for Future Growth

It’s vital that companies anticipate what their clients need currently and what they will need in the future. That’s shouldn’t be an earth shattering revelation to anyone in sales, but many organizations let complacency rule rather than positioning themselves for the future. Client needs drive your business, so make it a priority to anticipate those needs and be positioned to offer a solution.

Masergy’s nomination as a finalist for the Fierce Innovation Award is a great example of a business continuing to develop their product to meet the evolving needs of their client base. As the article states, Masergy already had a robust offering, but added new innovative capabilities that brings additional value to clients. Rather than being satisfied with their current state, they proactively addressed issues that they foresee clients having in the future.

All too often, sellers are replaceable. If you fall into this category, it’s most likely because you view your clients as replaceable as well. While occasionally some clients aren’t worth the hassle, maintaining relationships is more likely to gain you sales, because on average, keeping an existing client is five times less expensive than acquiring a new one.

With that in mind, it’s important that you maintain your relationships with clients so that you can anticipate their future needs.

And what’s the best way to do that? A client obviously hired you for a reason and look to you in helping their business grow, so be invaluable and become part of their team. Study their business inside and out until you know you can provide value outside of your traditional responsibilities. By demonstrating that you are willing to go to work for them, your clients will be more likely to view you as a true partner – invested in accomplishing their business’ goals.

Once you’ve established yourself as a partner rather than a vendor, you begin to get insights into future problems and anticipate how you can help resolve them.