Conduct a monthly SWOT analysis of your customers to explore any positive or negative changes, which may require you to approach your customers differently.
Research your customers each month to ensure that you do the following:
Research your customers in terms of size and potential so that you can do the calculations as described below:
Choose at least 4 customers a month (5 in a 5-week month), to whom you will add meaningful value.
What value do you plan to add?
What sales enablement resources are you going to use to help you to do this?
What new Sales Enablement tools do you need to develop or have developed to support you to do this effectively?
Explore all your customers and identify a minimum 8 customers (10 in a 5-week month), where you are going to look for cross and upselling opportunities.
Explore these customers and see if there are other departments or divisions, who are not using your organisation
Try to identify at least 2 lost customers each month and plan to try to reactivate them
Examine your customers and identify 4 customers each month (5 in a 5-week month), which you are going to find innovative ways to integrate into their businesses.
What are you going to do to make this happen?
What sales enablement resources are you going to use to help you to do this?
What new sales enablement resources do you need to develop or have developed to support your efforts?
Ask at least 2 customers a week for referrals
Ask at least 1 customer a week for a recorded testimonial
Rate your customers A, B or C, based on the following criterion:
Your top 20 % of customers, based on turnover or potential turnover
Your middle 30 % of customers, based on turnover or potential turnover
Your bottom 50 % of customers, based on turnover
You should plan to visit your “A” customers at least once a week
Explore your top 20 % and identify how many customers are “A” customers
Note the location of each customer, so that you can use this for planning later
You should visit “B” customers at least once every two weeks.
Calculate how many “B” customers you have by using the 30 % calculation as stated above.
Note the location of each customer for planning purposes later
Allocate, which week during the month you plan to visit each customer.
You should visit “C” customers at least once a month
The remainder (50 %) of your customers make up your “C” customers
Note the location of each customer, for planning purposes
Which week, do you plan to visit each customer?
Using the above as your input document, allocate customers visits, to ensure that you get to see each “A”, “B” and “C” customers enough times each month.
Build a customer plan for each customer
Find out who the following people are.
Owners
Directors
Manager
Operational users, receptionists
Accounts people
What are the needs of each person?
How can you do to ensure that you meet these needs?
What sales enablement resources do you need to support your efforts?
What needs to be done at this customer to ensure that they have the best possible experience with your organisation?
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