It’s the time of year for making New Year’s resolutions. We propose four resolutions you can implement with little cost that have the power to drive significant sales in your door and window business in the year ahead.

I Will Cross-Sell to My Existing Customers. Make a spreadsheet with your major products listed across a row. Then list major customers down a column to create a matrix. Put an X in every box where a given customer buys a given product. The result is a visual map showing you opportunities to sell more products to existing customers. Some will be obvious, such as a customer buying doors but not windows, or vice versa. The more detailed you are about the product descriptions, the more nuanced will be the opportunities to cross-sell.

I Will Watch Carefully for Changes in My Customers’ Purchases. By watching a monthly report of sales by customer, you can detect opportunities and spot risks. If a customer’s sales are double what they were at this time last year, you may want to confirm with them that your service level has kept pace with their growth. If a customer suddenly has a month where they buy nothing after months of steady purchases, perhaps you can nip a problem in the bud before they settle in with a new supplier.

I Will Win Back Lost Customers. Put together a list of customers whose business you’ve lost over time. Don’t assume that any profitable, desirable customer is beyond winning back. Price may have been part of the decision, but more often, the customer was also having a problem they didn’t believe you could solve. Discover that problem and push for a second chance, even if it is on a small order initially.

I Will Implement or Upgrade a CRM. A customer relationship management (CRM) tool can be invaluable for a marketing-driven business. It tracks all aspects of contact information, as well as any customized data you want to create, to capture buying patterns. Also included are notes from sales calls, reminders to follow up and other key tools. Whether you’re designing or upgrading a CRM, ask everyone who needs to use it what the tool needs to do for them. Top that off by hiring a consultant that specializes in that CRM system. They will be able to implement your needs, as well as recommend methods they’ve seen used successfully in the past.

Here’s to a great 2017 for us all.

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