Expansion as Lead Generation

Happy Sunday, folks!

Lead Generation Learnings

The best place to generate new leads might be within existing client relationships. This is otherwise known as account expansion. While technically different from lead generation, it accomplishes a similar-enough goal: more business — though in some cases at the risk of creating or exacerbating a client concentration problem.

Why might you not already be doing this?

• The status quo of a client relationship can construct invisible “retaining walls” around a scope that could otherwise easily enlarge.

• A comfort with existing relationships or a fear of stepping on toes can create a hesitancy to explore expansion opportunities within an existing client.

• A recent gaffe that you think more serious than a client does can create a perpetual “well, now’s not a good time for that discussion” syndrome.

Here are a few ideas about how to start this kind of discussion with a client: