Module 2
Retaining & Growing Customers
This module emphasizes the importance of customer engagement and satisfaction for long-term profitability. It assesses the organization’s capability of maintaining robust client relationships, minimizing attrition, and leveraging upselling or cross-selling opportunities. The evaluation process involves understanding how well the company delivers value to its customers and identifying potential avenues for revenue expansion.
Hosted by
Alan Crowther
Who is this course for?
Customer-centric B2B commercial executives with a revenue growth agenda.
What You’ll get
- Expert Training: Each module delivers in-depth training from an industry expert, who brings a wealth of experience in coaching commercial leaders one-on-one to drive significant revenue growth.
- Tried & Trusted Tools: We equip you with a suite of tried and proven tools that you can use during the course and seamlessly integrate into your organization for immediate impact.
- Practical Implementation & Mentorship: Our lead mentor, Alan, will guide you in translating theory into practice. Apply your newly acquired skills directly into your business operations to steer your company towards sustained revenue growth.
- Visible Results & Application:Experience visible outcomes as you put your new knowledge into action throughout the course. This program is designed to ensure you can apply your skills effectively and see immediate results in your organization.
The module is broken down into
3 key areas:
The module is broken down into 3 key areas:
understanding my customers
We must ensure that we utilize our skills and resources in the most important areas of retention and growth. Having a clear profile of our customer base is the critical foundation of our commercial plan. It will help prioritize activities across the team and tailor customer interactions. The two key lenses through which we want to understand our customers are:
- The up-selling and cross-selling growth opportunity (what we call “white space”) and
- The risk of losing customers (what we call the “attrition risk”).
The simple tools in this section will enable us to establish and document these sweet spots.
Tools & Templates:
- White Space Analyzer
- Segmentation Tool
- Customer Attrition Risk Tool
focusing my skills and resources
Once we have identified the sweets spots within our customer base, we are in a position to segment our customers and plan precisely how we will deploy our valuable resources to drive sustainable growth. The critical decisions we need to make for each of our segments are:
- How we will engage with customers
- What types and amount of resources will we deploy
- What budget will we allocate
- What goals will we set
- How we will monitor success.
This plan will promote a ruthless focus on the most important areas of our business and, importantly, allow us to stop activities that are not aligned.
Tools & Templates:
- Customer Management Plan
making it happen
With clear direction, we are in a strong position to be able to execute our plan. However, we cannot assume that our teams will simply digest our new goals and refocus enthusiastically – we need to galvanize our people, taking a scientific approach. Driving success is a continual process and involves both ‘business as usual’ customer account management AND the drumbeat of regular sales campaigns. Teams need to be clear about goals, clear about our proposition, motivated and inspired. Equally, as a leadership team, we require transparency and control of our performance whilst being assured of the consistency of the teams’ standards. The tools in this section will promote these critical needs.
Tools & Templates:
- Campaign Plan
- Playbook (and Playbook Planner)
- Account Development Plan
- Customer Engagement Plan
NEXT STEPS
If you’re interested in participating in one or all of the Revenue Accelerator Modules, please get in touch and we’ll find a cohort date that works for you.
Other Modules:
Module 1:
Optimizing the Organization
This module focuses on developing a growth-oriented, ‘fit for purpose’ operating model that optimizes customer-facing interactions. It’s designed to evaluate your current organizational structure and capacity, assessing their adequacy in reaching your business goals. We delve into an analysis of your team’s capabilities and available resources. Additionally, we scrutinize your current operating mode’s suitability for the organization and pinpoint any strategic gaps.
Module 3:
Winning New Customers
This module concentrates on the organization’s strategies for identifying potential customers and fast-tracking their conversion. Recognizing that new customer acquisition is a vital aspect of business expansion, it evaluates the organization’s methodology for pinpointing its target market and sweet spot. The module assesses the clarity of the organization’s defined target market, the realism of its new business goals and targets, and the effectiveness of its lead generation process.
Module 4:
Leadership and Control
Ready to Accelerate Revenue Growth?
Take the Revenue Growth Scorecard.
Identify your areas of strength and weakness in the 4 cornerstones of revenue growth.