Sometimes a business has to learn how to say “no” before it can hear clients say “yes.” That’s what happened at Atrion Networking Corp. when it decided to focus on what officials there call the “ideal client” as opposed to taking on every potential client. The result has been growth and success for the Warwick-based company.
“Our research showed that we were better prepared to sell to mid-size companies headquartered in New England,” said CEO Tim Hebert.
“Because of this new focus, we created a separate company, Atrion SMB, that focuses exclusively on the smaller business and offers products and services similar to Atrion Networking – but slightly modified – to better match the needs of the small-business market. In addition, we stopped doing business with the extremely large enterprise client and clients that operated outside of the New England region.”
Many of the clients who remain with Atrion view the company as a business partner, not just an IT provider. Now they’re focused on acquiring new clients from the private higher education and community-banking sectors. Meanwhile, business with existing clients will continue to grow through new products and services. Atrion is also focused on providing what it calls “the ultimate client experience.”
“Atrion already enjoys a high client satisfaction rating and loyalty rating. However, we are looking to drastically change the expectation of the market to create a more Disney, Zappos, Nordstrom–like client experience. With client satisfaction, no matter how high you already rate, there is always room to improve,” Hebert said. •CEO (or equivalent):