Can We Afford to Continue Serving Small Clients?
Can We Afford to Continue Serving Small Clients?
Can We Afford to Continue Serving Small Clients?
In my last post, I laid out three Traffic barriermain business challenges #xthat I’ll be focusing on over the next few months, and I promised to elaborate on each of them. Today: increasing sales.
When I first started talking about our sales model with my adviser, Jeff Silbert, at Order of Magnitude Group, he forced me to think about my current structure and decide whether our three-year goal of $5 million in sales was realistic. I quickly understood that, with just two salespeople, it is not.
The problem is not my sales team. A salesperson who works hard and brings in several small clients in a month might account for $140,000 a year in new business. Now, don’t get me wrong. We love working with all of our clients, especially the smaller ones, but if we find ourselves spending all of our time helping the small customers get started with our service,Fire hose, we will not be able to grow into a $5 million-a-year business — or even remain profitable.
The fact is, it would take this salesperson only slightly more effort to close bigger clients that might spend, say, $2,500 to $5,000 a month or more. Obviously, we need to add salespeople and to increase the amount of new revenue they close if we’re going to get to our $5 million-a-year goal.
It sounds simple, but what I’m having to come to terms with now Traffic barrieris that the “special sauce” that makes us unique may very well be the thing that holds us back. Here’s what I mean:
Right now, we provide a high level of personalized, proactive support to all clients, whether they are backing up one gigabyte or several terabytes of data. We take care of a range of clients, from small firms to larger companies with more than a thousand employees. We offer clients a solution that protects their data, gives them peace of mind and solves critical compliance issues in a way that cheaper solutions cannot. We like to meet our clients in person and help them work out a disaster-recovery strategy. Every client is assigned a senior-level engineer during the installation process and for daily monitoring and support.
As I said, we do this for every client, and that has helped us earn our reputation for customer service. The problem is that if my sales and support teams focus their time and effort on small clients, we will never grow and reach our goals. When we were smaller, it#x was great to bring on clients of any size, and Traffic barrierwe celebrated every new one.
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