Worked example · marketing
Have you ever found out a client bought elsewhere what you sell too?
Nobody told them you offered it. Another firm did.
Who this suits
- Most clients use one or two of your services.
- Your people know the gaps but never get round to them.
- Mailings to existing clients happen yearly, or not at all.
When we'd say leave it alone
If you sell one service, there's nothing to add. If clients already use all they need, spend the effort on new ones.
Where it stalls
- Client records
- Gaps spotted
- Right clients picked
- Note written
- Sent
- Replies handled
- Second service starts
The gaps sit in plain view in your records. Finding them takes a report nobody has time for.
Writing a note for each group takes longer still. So the mailing slips, shrinks, or never goes.
In an insurance agency, it's the auto client with no umbrella cover. In wealth management, it's money held at another firm. In accounting, it's the tax-only client whose books are a mess. In distribution, it's the customer buying one product line of five.
What we'd build: a monthly gap list
It finds which clients are missing what, and drafts a note for each group.
What's different afterwards
- Each month brings a list of clients and the gap each one has.
- Every group gets a short note in your voice, ready to approve.
- Replies go to the right person, with the client's history.
- Clients hear what else you do before a rival tells them.
What it's worth to you
Count the clients who use only one service. Pick the most natural second one.
Guess how many might say yes if asked. Multiply by what that service brings in over a year.
1,860 clients checked
| Umbrella | 214 home and auto clients without one, note drafted |
|---|---|
| Cyber | 96 business clients without cover, note drafted |
| Asked before | 31 raised it in the past year, flagged for a call |
| Left out | 18 with an open complaint, skipped this month |
How it works, step by step
Open the full method
What it reads
Your client or order records, your email tool, and your rules for who fits each service.
The steps
- Reads what each client buys today.
- Checks them against your fit rules for every other service.
- Groups clients by the gap they share.
- Drafts a short note per group, in your voice.
- Flags clients who already asked, for a personal call.
- Sends replies to the right person, history attached.
Who signs off
The owner or marketing lead approves every list and every note.
What it won't do
It never quotes, advises a client or sends on its own.
What we'd ask you for
Read access to client records. Your services and who each one suits. Five past mailings that worked.
Often paired with
- Renewal reviews that cover what else a client needs.
- A monthly client letter, so people know the full range of what you do.
- Fast, informed answers when a client replies.
You become the firm clients bring everything to.
Clients buy from you first, because you asked first.
Your version will differ from this one. Working out how is what a first conversation is for.
Want to talk it through?
A first conversation with one of our co-founders is free. It takes about an hour and needs no access.
A person writes back, normally within a working day.