If you lead an organization or a business unit, odds are you have at least one objective related to growing your top line or improving the bottom line. Ultimately, organic growth will only come in three ways:
To acquire valuable, long-term growth clients, ensure that all client pursuit activity is centered on companies that fit your ideal client profile and the level of decision maker you need to buy your products and services.
To grow your business with existing clients, focus on opportunities where you can provide solutions based on the client’s needs and future plans. It’s easy for sales teams to fall back on capabilities presentations and assume they already understand a client’s needs, rather than engaging deeply to root out opportunities and create value as they did to first win the business.
To retain your current clients, focus on consistently delivering at a high level and look for ways to increase value. If you value your existing customers and want to keep their business, retention should be thought of as an area for potential growth. It’s often overlooked by executives, who forget the importance of treating existing customers as well as new customers.
Each function of the organization that regularly interacts with customers is responsible for executing your growth strategy in the field. If they are not crystal clear about the strategy for each category of customer, they put your overall growth strategy at risk, because revenue and net income increase based on successful execution of strategy, not board room declarations.
For more detail on these three strategies, you can find it in my latest Forbes article