By James FoxallSenior Vice President, Tigerpaw Software, Inc.
Late last year, I facilitated two different peer groups consisting of 12 to 15 VARs each. Each group was given the same parent topic, ‘Protecting Your Customer Base/Building Better Relationships with Your Customers,’ as well as a list of about 10 starter topics. Each VAR was asked to introduce themselves and pick the starter topic most important to them or provide their own. What I found fascinating is that, even though the two groups started with the same starter topics, each went in an entirely different direction with the discussion.
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With the economy being what it is, it can be a challenge to find new business. This means your competitors are more likely to poach from your hard won customer base (you are going after their customer base, aren’t you?). Consequently, protecting your customer baseis more important than ever. A common adage is that the cost of acquiring new customers is 5 to 10 times higher than the cost of selling to existing customers. Since it’s easier to sell to your existing customers, and your smart competitors will be poaching in your territory, it’s critical that you put the proper effort into retaining your existing customers.
The first peer group chose the following topics as being most important to them:
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