1. Current customer satisfaction
2. Desire for your offering
3. Your reputation as a provider
4. A value proposition you can deliver
5. Effective outreach
Any one of these factors can significantly limit or enhance the development of new customers. Together they create synergies that enhance each others capacity to grow your base.
Current customer satisfaction describes how content todays customers are with you. The higher their satisfaction, the easier youll find it to build the base. Satisfied customers become evangelists, provide positive reviews, and refer people to your business.
Desire for your offering is an indicator of the potential pull for your products and services; it tells you how much the market wants what you have and therefore how likely it is to embrace your offering.
Your reputation as a provider contributes significantly to the trust the market puts in your ability, which in turn accelerates acceptance.
A value proposition you can deliver is a must. If the other factors are in your favor, customers will give you a try and then its up to you to provide the goods. This is what makes your offering credible.
Effective outreach means that you are getting the attention of the people who matter; i.e., you are in front of your target audience delivering messages they want to hear in media they prefer.
Bring these five factors together and you have the makings of a solid growth effort.
image credit: nlptimes.com
Seth Kahan is a change specialist who has consulted with CEOs and senior managers at 60+ organizations including World Bank, Shell, Peace Corps, and 30+ associations. Seth forthcoming book, Getting Innovation Right: How Leaders Create Inflection Points that Drive Success in the Marketplace will be published by Jossey-Bass early 2013.
Author note: If booking conferences, Seth offers over 50% of his speaker’s fee toward copies of the book for conference audience. All arrangements take place through Tom Neilssen, at BrightSightGroup.com.