Opinion: What else is on the menu?

Every Saturday, my partner and I go for a two-hour bike ride, and then afterwards we go to our favourite café for breakfast.

It's our "breakfast" place.

The food is good, the location is convenient, and we know the owners. We're regulars. We like the service, we like their food, and we keep going back. We don't need to see menus - we know what we want and we know what they have.

Or so I thought.

The other day, I felt like a salad for lunch, and the two places I normally go to had both run out. So I decided to try my breakfast place.

Talk about NOT knowing the menu!

Not only did I find a whole new section that I didn't realise existed, I also discovered a great selection of salads that you wouldn't normally see at a typical café (like the Grilled Octopus and Haloumi salad that absolutely had my name on it).

And it made me think. How many other "regular" customers think of them as just a "breakfast" place? How many of their other customers only know half of what they offer?

And how many of your regular customers keep coming back to you, but going somewhere else for their other requirements because they don't know your full "menu" of services?

I know it happens to us.

We have a number of clients who use us for their training needs, but are surprised and/or amazed when they (sometimes accidentally) discover the breadth and depth of our consulting services.

It's a trap that's easy to fall into. Your clients value what you do. But that can sometimes translate into putting you into a pigeon-hole. And that may mean they miss finding out about everything else you do.

So how can you change their perception?

Change your "blackboard"

Your website lists all of your services, but typically everything has the same priority. And, just like the menu at our café, customers may get used to your list and not go looking for something new. You have to highlight something out of the ordinary (like a new product offering or one of your services) every once in a while. Like the specials of the day, or the blackboard that always changes.

Suggest a "side dish"

You probably deal with other businesses similar to theirs, so you know what problems they've encountered and how they solved them. So use that experience to guide your customer. Help them see potential problems and potential solutions. Sit down with them and say "you know, some of our other clients, who have similar businesses to yours, have encountered "..." challenges and fund it really useful to do "...". Are you facing similar issues?"

Go on a "date"

If it's a client you've been dealing with for a long time, then maybe you've fallen into a rut. You know each other, but that knowledge may be based on what you were a few years ago, and neither of you noticed what you've become today.

So go on a "date". Organise a strategic planning meeting and have each company present what they're doing now. Just like you did when you first met. You might be surprised at what you learn, and it might just revitalise your relationship.

We all know customers don't look for a solution until they have a problem.

So don't wait until they have a problem and hope that they'll remember to call you. Make sure you're part of the planning process, and help them think ahead to avert potential problems. That way you're not relying on being in the right place at the right time - you're already a step ahead.

You'll be the partner that's there before they realise they need you. You'll be the guy that's tapping on my shoulder saying, "I know you're busy writing this article, but you know you don't think well on an empty stomach, so let me get you a delicious grilled octopus and haloumi salad that I know you're going to love".

Moheb Moses is director of consultancy Channel Dynamics.