In many markets, fewer customers are generating more revenue. Losing one of your top customers who generates most of your revenue would be painful and in some cases fatal. Yet, even though they are your top customers you need to persuade them to do things they don't want to do. For example, accept a price rise.

1. 1
Persuading
customers you
can’t afford to lose
Focus on Them
Link to eBook: Persuading customers you can’t afford to lose
©Gordian Business 2017

2. 2
Problem
In many markets, fewer customers are generating more revenue. Losing one of your top
customers who generates most of your revenue would be painful and in some cases fatal.
Yet, even though they are your top customers you need to persuade them to do things they
don’t want to do. For example, accept a price rise.
©Gordian Business 2017
The Future
To manage risk for your organisation and to maximise opportunities for growth, your
organisation must be able to persuade the customers you can’t afford to lose.
To persuade customers you can’t afford to lose without losing them, you need to structure
your persuasion and you need to use advanced techniques. It’s not enough to be “nice” to
them. That’s easy but that’s risky. Manage your risk by using advanced persuasion skills.
Link to eBook: Persuading customers you can’t afford to lose

3. 3
“In the middle of difficulty
lies opportunity."
A l b e r t E i n s t e i n
A U T H O R
©Gordian Business 2017
The world of business is becoming ever more
global and constantly changing, and changing fast.
Companies have fewer customers producing
larger share of their revenue and profit. Losing one
of these customers can have dramatic financial
consequences.
How would you replace their sales?
How would you replace their margin?
The world of business is changing

4. 4
Focus on the customer
Customer experience is a major differentiator for
companies. With rising customer expectations it’s a
challenge for companies to differentiate their
offerings while reducing costs and complexity for
their customers and still make a profit.
Focus on your most important customers.
©Gordian Business 2017
“Don’t sell products, help your
customers succeed and thrive."
Va d i m K o t e l n i k o v
A U T H O R

5. 5
©Gordian Business 2017
“Knowledge is power.
Information is power."
R o b i n M o r g a n
A U T H O R
To create long-term strategic relationships with your most important
customers, you need to have a problem-solving mindset. You need to focus
on how you can help your most important customers improve their business
results.
To do this you need to do three things:
1. Focus on the customer: understand their problems and strategic
challenges.
2. Ensure the customer is getting the maximum possible value from the
products and services they purchase.
3. Find ways beyond your products and services to help your customer
achieve better business results.

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©Gordian Business 2017
Reciprocity People tend to return a favour or gift. Give your customers something for
free (maybe information) and they will feel more generous to you when it
comes to renegotiating that deal.
Social Proof People will follow others that are similar to themselves. Provide evidence
of similar customers who are already using your products and services.
Commitment &
Consistency
People honour a commitment they have made verbally or in writing.
Connect your proposal to opinions they have raised at previous meetings.
Liking People are more easily persuaded by people they like. Find something
you have in common with the person you are trying to persuade.
Authority People will defer to experts. Always include details of your expertise and
experience/
Scarcity Perceived scarcity generates demand. The ‘limited time’ offer. Provide
information to your customer that is exclusive to them and therefore
provides them with a competitive edge.
What are the six principles of persuasion?

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“The greatest discovery of my
age is that man can change their
circumstances by changing the
attitude of their mind."
©Gordian Business 2017
W i l l i a m J a m e s
A U T H O R

8. 8
©Gordian Business 2017
1. Ask who?
2. Ask what do you want them to do?
3. Create choices
4. Understand consequences
Is there a persuasion process?
5. Ask questions
6. Use summaries
7. Take time
8. Connect choices

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©Gordian Business 2017
57% of people talk to people
more online than they do in
real life.
Persuasion works best
face-to-face
“Until you believe you have options,
you’ll continue to feel stuck."
S e a n S t e p h e n s o n
A U T H O R

10. 10
Questions to Challenge You
1. What revenue do the top 20% of your customers generate? What revenue do the top
10% of your customers generate?
2. If you lost your biggest customer how much margin a year would you lose?
3. Who are your two biggest competitors? Who are their top customers and how long have
they had these customers?
4. Are your biggest customers your most profitable customers? How can you make them
more profitable?
5. Beyond your products and services, how can you help your top customers improve their
business results?
6. To build stronger relationships, how can you use reciprocity and liking?
7. On a scale of 1-10 (poor to excellent), how effective are you at preparing questions?
8. How often do you use summaries?
9. In tough persuasion challenges, how often have you tried social proof and authority?
©Gordian Business 2017
Link to eBook: Persuading customers you can’t afford to lose

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Referen c e s
Cialdini, R. (2016) Pre-Suasion: A revolutionary way to Influence and Persuade, Simon & Schuster.
(More interesting ways to persuade)
Cialdini, R. (1993) Influence: The Psychology of Persuasion, William Morrow & Company, Inc. (Gives
plenty of practical examples of the six levers of persuasion)
Diamond, S. (2010) Getting More: How can you negotiate to succeed in work and life, Three Rivers
Press. (Filled with examples, A big book, but easy to read)
Fisher, R. & Ury, W. (2011) Getting to Yes: negotiating an agreement without giving in, Business
Books. (A classic. Filled with wise advice about solving disputes, even you don’t want win-win)
Goldstein, N. & Martin, S. (2014) The small BIG: small changes that spark big difference, Grand
Central Publishing. (Bite-sized chapters with examples)
Grenny, J. & Patterson, K. & Maxfield, D. & McMillan, R. & Switzler, A. (2013) Influencer: The New
Science of Leading Change, McGraw-Hill. (An extensive coverage of how to use their model)
Kozicki, S. & Peacock, G. (2011) Persuading for Results, Bennelong Publishing. (Bite-sized insights
into many aspects of persuasion)
Kozicki, S. (2016) The Creative Negotiator, 2nd Ed, Bennelong Publishing. (An advanced edition of the
best-selling first edition)
Patterson, K. & Grenny, J. & McMillan, R. & Switzler, A. (2012) Crucial Conversations, McGraw-Hill.
(A wise book everyone should read. Any conversation with a top customer is a crucial conversation.
Find out how to manage those emotional conversations)
©Gordian Business 2017

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©Gordian Business 2017
Contact Us
Gordian Business
Suite 11, 14 Narabang Way
Belrose
NSW 2085
+61 2 9450 1040
www.gordianbusiness.com.au
mail@gordianbusiness.com.au
https://www.linkedin.com/company/2318181/
@GordianBusiness
Link to eBook: Persuading customers you can’t afford to lose