http://www.authenticityconsulting.com/npbd/Workbook 3 - Oppo..."2. Customer Development – opportunities to sell more of your current products and services to
new customers (page 8), ...
....
IDENTIFYING CUSTOMER DEVELOPMENT OPPORTUNITIES
Background
If you’ve exhausted all your new opportunities with your current customers, or if you just
want to broaden your customer base, you may want to try a customer development
approach to identifying opportunities. With this approach, you seek to identify new
customers for your current most profitable products and services. This can be
accomplished in two steps:
1. New customers who are the same as (or very similar to) your current customers. This is simply
a matter of identifying all the other people or organizations that are like your current
customers. For example, the Diversity Institute provides cultural competency services to three
local hospitals. They could identify all the other hospitals and similar facilities that they are
currently not servicing.
2. New customers who are different than your current customers, but who could benefit from
your products or services. To continue the previous example, the Institute could identify other
organizations that need to be culturally competent, like social service organizations, schools,
government agencies, and corporations."
