In seminars, we challenge our clients to look at A, B, and C customers.  How do you define an “A” customer? Is this the customer who bought the most from you last year? What makes you think that this customer is an “A” for this year?

Given the example of a computer salesperson who secures a 1 million dollar sale to a school district. After all, they needed computers and the salesperson sold them. The school district also needed a service contract worth another 300k. The total sale for ’04 was 1.3 million. This is an “A” account.

Now, it’s the new fiscal year. The salesperson considers this customer an “A” account, then plans the time in his calendar to work this account, and is sorely disappointed because, this is a 100k service account—not a priority account at all. In fact, this customer won’t be eligible as an A account for another 2 years after the existing contract is up. This looks like a B or C account to me.

What about you? Are you thinking past or future? Companies base goals on projected revenues—not past sales. That money has been spent. So take a look at your A, B, and C accounts. You’ll probably find that some of your B’s are your best A’s for the upcoming sales year. That some of you’re A’s are now C’s—due to buying patterns. Oh, and your C’s can translate into B’s and even A’s. Take a look at your business and make these forecasting determinations. (We even have a program on
this.)

Once you do that, you can strategically plan where you are going to invest your time. Turning your time into dollars!

(c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com