Expansion occurs in different forms but it’s always seen as a good sign. Setting up a factory could mean that you’ve increased production. Developing new features for your ERP software can be a mark of innovation. Even just an increase in business size (and profits) looks promising enough. In any case, they all indicate one thing: growth.
It’s natural to see that business growth is a mark of success. Your ERP software business is making more and more money as you serve more and more businesses. Why wouldn’t you celebrate it?
However, your current customers may not always be willing to ‘share’ in the celebration.
What does this mean? Well, you know those moments where you try to tell them that you’ve successfully expanded in any of the different ways mentioned above?
Here’s the bad news: they don’t always care about that.
You might think that putting up a new factory or office somewhere might mean something to you. The doesn’t mean the same thing to your prospect if the location isn’t all that relevant.
You might think that adding new features or developing specialized versions of enterprise solutions might improve the overall quality of your business. On the other hand, your clients might wonder how that matters if none of those features cater to any need they have at the moment.
You might think having more employees and more profits is something everyone needs to know. But the truth is, they’ll only care if an increase in employees includes a bigger and better customer service department.
So, why do you need to be aware of this?
You have to be if announcing these successful expansions is your way of getting your foot in the door and testing to see which among your current clients can make for new software leads. While making leads out of your current (or even past) clients is a classical marketing strategy, it’s still prone to some of the same mistakes businesses make when approaching entirely new prospects.
The key to avoiding these mistakes is to see things from the prospect’s perspective. If you want some ideas, go back to the different ways you can expand your business and see why marketing them may not matter to particular clients.
- More Production? – Recall the reasons why you chose to increase production. Can any of these give your clients an advantage of their own? For example, will it lower costs? Does the actual location enable you to reach out to businesses nearby?
- New Features? – Do these features address the needs of your client? What drove the innovations in the first place? If you did a survey which indicated the demand for these features, maybe you should start with the clients who participated in it instead of all of them at once.
- Bigger Business? – More likely, only your stakeholders and investors will care about this more compared to your customers. Then again, this is ERP. Maybe some (if not all) your customers can be considered stakeholders as well. But like all stakeholders, you need to tell them how it directly affects their own business.
In summary, expansion is good but it’s also good by itself. You don’t necessarily have to announce it to the whole world. Maybe you just need to limit the announcements to those who also think such expansions help their own business and can see the reason to celebrate.