by John Petelle

Created on: January 23, 2009   Last Updated: February 13, 2009

Without a doubt, the sales pipeline is the driving force behind your company's organic growth. The size and quality of the pipeline dictate whether revenue numbers stagnate, shrink or explode upwards. The five strategies gathered below are designed to maximize the output of your sales pipeline without increasing your cost at the bottom line.

Create an Industry Expert: Large company or small, there are public discussions and information sites that cover your industry. Handled properly, these represent a tremendous opportunity for your company to present a strong public face, and gather new clients. Designate someone to join these focal points as an unbiased reference for the community members, not as a platform for sales pitches. Through consistent helpfulness, your industry expert will be well positioned to receive back-channel business requests and demonstrate the positive qualities of your company. Not only will you gain clients directly, but the public appearance may be the deciding factor to bring some potential clients off the fence.

New Markets: Providing the same services to the same clients you always have may work in some environments, but when the financial picture tightens up, it is essential to bring some new solutions to bear. Set aside a specific time for a small segment of individuals to brainstorm new clients and needs that the business could fulfill without additional resource investment or substantial development time.

Review Failed Leads: Potential customers who didn't come on board are an especially easy group to sift through and identify likely candidates for a new sales pitch. Armed with an understanding of what prevented them from doing business with you initially, put that into the context of the current economic climate and how that may have changed their circumstances. Special consideration should be given to any clients belonging to a competitor who is in danger of closing up shop as those customers will rapidly be in the market for a new provider.

Expanded Business: Your current client list should always be first in your pipeline when new product offerings are rolled out, but how often do you review their accounts and make sure they are utilizing as much of your current service as possible? In addition to strengthening your relationship, a properly-handled portfolio review will often bring new business online from your current customers.

Long-term Vision: Make no mistake, the economic situation is squeezing your clients also, but you can turn this into a golden opportunity. Provide strong advantages for your business and select clients by offering a longer-term contract at a slightly discounted rate. Your customers will be grateful for the immediate benefit, and you can reduce concerns about departures to a price-dropping competitor later.

Throttling up the sales pipeline when the economy hits the brakes is a challenge that all business owners and executives are facing, and how it is addressed will be a key factor in whether your business becomes a casualty of the downturn, or is one of the few who emerge from the crisis in a dominant position.

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