And finally, don’t neglect those companies you label as advocates and partners. They are the ones providing the solid core of your annual sales, but unfortunately are often forgotten as we pursue new customers. My advice has always been to try to sell more to existing customers rather than to focus solely on attempting to get new business from prospects. It’s far more effective, locks the customer more tightly to your company, and produces higher margins to boot. Sometimes the best ways to grow the bottom line are right underfoot—you just have to take a step back to see them.
Mike Butts is director of installation services for United Building Centers. 507.457.8453. E-mail: mike.butts@unitedbuildingcenters.com.
