A Winning Game Plan
A winning game plan should have both offense and defense. What does that mean when the action starts? Acting defensively is about holding your position and not giving any ground:
- Retaining your current customers. It is many times cheaper to keep a customer than to land a new one
- Cross-selling existing customers
- Reacting to the market
If you keep doing the same things the same way, there is no reason you should grow. What will you do better or differently? Acting offensively is about gaining ground and winning new territory:
- Finding new customers
- Pursuing new markets
- Developing new offerings
- Finding new ways to do what you do more efficiently
- Leading the market
If you are planning 20% revenue growth this year, the easiest way to make your number is to use defense to keep 100% of your existing customers and use offense to increase your base by 20%. Are you ready with both defense and offense?
- Michael Oleksak
