As Learning Services at Infosys gathers momentum, we expect our team to ask for new business from clients where we're already engaged in project work. "Repeat business" is the core of any professional services company- the relationships we have with our clients are extremely important, both sides have invested into the relationship, and the business model is most efficient if we do more business with the same client. Everyone in the team is agreed on this principle. '
There is only one problem- when should we ask our clients for additional business?
At one end is the "Salesy" approach. Some companies are from the "Always Be Closing" school of thought for their sales process. This approach works when the clients are slow to make decisions, and the project outcomes are already known in advance. This would, therefore, be something that a product company might find acceptable. Services companies, on the other hand, are engaged in a multi-year relationship with the client, and the outcomes aren't known at the time the sale is being made. This "used-car-salesman" approach is rarely useful for services companies, and usually ends up antagonizing the clients. Forget additional business- you're likely to put the existing business at risk with this approach.
At the other end is the "Shy" approach. The shy aproach basically means that the vendor will be coy about asking for new business, and will wait until (a) the client asks them to propose for some additional work, or (b) after everything is delivered and the client is filled with the joys of an exceptional delivery. This approach, too, is fraught with challenges. Firstly, clients may not know of the vendor's capabilities beyond the current project scops (since no one told the client about them). Secondly, it's too late to ask for additional work. Once the project is over, at the end of the final review meeting, the vendor is going to pull their team out of the client office
The J curve of customer delight. If you consider a typical project timeline, the client starts off with a warm, fuzzy feeling about the vendor (Why? see below). This goodwill starts dropping after the initial project hiccup or two, when the "project realities" hit home. After that, both parties are locked in a tense project-management situation where things are less than perfect, and both sides are laser-focused on execution. By the end, at least for the client-focused vendors, the situation is salvanged, the prohect delivered, and the client feels the rush of euphoria again. "Phew! That was a close call".
The Goldilocks client. Like Goldilocks, the client is "just right" (no too hot, not too cold) at only two parts of the cycle- once (briefly) at the beginning, and once (a little longer) at the end. These are the periods when the client is most receptive to sales pitches. Like I said, however, the end of the project is too late to initiate a new sales pitch (once the vendor's team is out of the client's office, the pursuit will be just as if this were a nbew client).
Neither Salesy, Nor Shy: Ask in the initial happy phase... At project start, the client has already made a positive assessment of the vendor's capabilities and is more willing to find out more about the vendor's capabilities. Additionally, other people in the client's organization are curious about the new vendor, and have not yet heard anything adverse about the vendor from the internal grapevine. These people, too, are open to being pitched.
...but don't hard-sell. What the vendor should do at this stage is fan out and engage as many people as possible in a conversation about how they can help the client, and how they are eager to win the client's trust and additional bsiness. Some of these coversations will die a natural death, but many will lead to deeper pitches. The beauty of pitching early is that the vendor's delivery team is walking the halls all through this period for the initial project. These people can anchor multiple conversations and "bump" into client executives while going about their normal work.
Caveat: This only works when everyone understands their role. Amongst technical people, there is a natural tendency to assume that "sales" people were born on another planet (where they are fed mashed sales books as kids, and who go about their business playing golf and shooting the breeze), and that their role is to just focus on their delivery and move on. Nothing could be farther from the truth. The hard-sell approach doesn't work in services, and asking for new business is everybody's responsibility.