Revenue Growth equals:

 The Customer (WHO) +

The Products & Services (WHAT) +

The Communications (HOW)

 You need all three variables. This doesn’t work with two of the three.

 The customer is who is buying. This includes not only your existing customers, but also your prospects. Too often, sales people don’t talk to enough prospects. This variable is your list, and your buying universe.

 The products and services are what you sell. Always remember that your customer base has conscious awareness of just a fraction of all that you can sell them (the average across all companies in all industries is 20% awareness). Don’t assume they know about everything. They don’t.

 The communications is how you tell the first variable (the customer) about the second (what they can buy). The communications is the engine in the car; the catalyst in the equation. It’s proactive. It goes far beyond answering the phone when a customer calls and filling their order. It’s asking the did you know questions. It’s communicating testimonials. It’s following up on quotes and proposals. It’s asking for referrals.

 I would suggest that the major opportunities in this equation are in the first and third variables, and not in the second. The problem is, most companies spend their time developing the second variable, the products and services. Expand your audience of customers, and talk to prospects also. And, most importantly, talk to them more. Tell them what else they can buy from you. Follow up. Communicate.

 Grow.

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