Are You Chasing the Wrong Customers?

A deer and lion asking are you chasing the wrong customers

The Wrong Customers Waste Time, Money and Energy
New salespeople are so eager to show a robust pipeline and close deals that they often find themselves chasing the wrong customers.   They mistakenly make pitches to anyone who will listen.  Conversely, high performing sales reps ruthlessly focus on target customers where they know they will win the majority of the time.

The Definition of Bad Customers
Customers that are difficult to work with, who don’t fully need or value what you sell, who are overly concerned with price or who are at odds with your culture, are just bad investments.  They are costly in terms of your time, your resources and your energy.  And they are rarely satisfied.

Three Things Ideal Target Customers Do
Ideal target clients:

  • Don’t just buy your stuff; they passionately buy and use what you have to offer.
  • Don’t just need what you offer; they feel they must have what you offer.
  • Are not merely satisfied with what you offer; they are thrilled with what you offer.

Define Your Ideal Target Customer Profile
The best solution sellers do not waste time chasing the wrong customers.  They know what makes for a good client and how to win their trust.  Just as every company’s strategy and culture is unique, the same is true for defining your ideal customer.  It is well worth defining your ideal target client profile where you should win the majority of the time.

Six Areas to Get Right So You Stop Chasing the Wrong Customers
If you want to stop chasing the wrong customers, make sure that you and your team agree upon the following six areas regarding your target clients:

1. Target Industry
What client industry or industries make the most sense based upon what you do and know best?

2. Target Geography
What locations represent your ideal clients?  Where are they headquartered?  Where do they do business?

3. Target Size
What size attributes matter most?  Is it revenue, number of employees, number of divisions or locations, and/or annual spend?

4. Target Buyer
Who specifically is your best buyer?  What is their title, role, and/or function?  Are they the decision maker?  Are they someone who is reachable by your sales force?

Are the problems that you solve one of their top priorities? What is their style?  What do they appreciate the most?  What do they believe in?  What are their strongest traits?

5. Target Attributes
How would you describe the situation that your best clients find themselves in that makes your value proposition so attractive? What are the biggest challenges that they face?

What are their most pressing issues that you know you can solve better than anyone else?  How would your clients express that goal, problem, or need?

6. Buying Triggers
What event or events cause your target buyers to have a clear need that creates a sense of purpose and urgency in their buying process for what you have to offer?

The Bottom Line
Customers who best fit you and your business create repeat business, provide referrals, and supply testimonials to help grow your top line. Top solution sellers avoid bad customers who waste time, energy and money.  Smart solution sellers put a red light on chasing the wrong customers who have little need, inclination or means to buy.

To learn more about how to avoid chasing the wrong customers, download 4 Steps to Ideal Target Client Definition

Share:
Facebook Twitter Google+ Email LinkedIn

Comments are closed.

Harmonic has worked with LSA for over 8 years. We have found their partnership extremely beneficial. We recently implemented a Management Development Program that was designed and customized to support our company’s strategic initiative of hiring, building, and retaining key intellectual property and human talent. We worked closely with LSA to target and implement the right solutions with the greatest impact. I would recommend LSA to any company that’s looking for a trusted training and development partner.

Janice Passarello
Director of Human Resources

I continue to be impressed by the level of leadership development and management expertise and quality of advice and facilitation that LSA has to offer. What a smart and client-centric group of great people who really know how to help leaders attract, engage, develop and retain top talent.

Tracy Esposito
Director, HR Business Partner

PalmSource has found our relationship with LSA extremely beneficial. We worked closely with LSA to customize the right Management Training Program solution to meet our unique business needs. LSA is a quality organization, one that I’d recommend to any company looking for a first class training and consulting partner.

Ken Boehm
Vice President of Human Resources

Here’s a token of my appreciation for ALL your efforts. I’m offering my most sincere appreciation, and it extends to all the folks who made our customized management development programs possible.

Susan Anderson
Workforce Planning Bureau

LSA helped change our entire culture around meetings, making them more effective and efficient, thus enabling us to concentrate on driving more business.

Terry Wassman
VP of Human Resources

We consider LSA Global our outsourced learning and development partner. We worked closely with LSA to customize a management development program to meet our growing business needs. I would highly recommend LSA to any company wanting to deliver quality learning solutions.

Terri Wright-Scheer
Vice President Human Resources

In the Next Generation Management Development courses, I was trained with skills and tools that have made me and my team more productive, motivated, and successful at communicating with other departments.

 

Kevin Ashman
Firmware Engineering Supervisor

We have worked with LSA Global for our learning and development needs and have always had great success. They helped us recently with customized Management Workshops that we held for the second time. It was fantastic, and I would highly recommend LSA to anyone that is attempting to get immediate and impactful improvements.

Mary Johnston
HR Manager, BU Radiology Informatics

We partnered with LSA to pilot a customized behavioral interviewing program to help ensure that we continue to hire the best and brightest as we continue to rapidly scale. LSA’s ability to understand our business and our unique culture combined with their desire to ensure that the best practices framework truly fits our performance environment and is highly adopted by our people is a real blessing. Most other firms want to just ‘give you training.’ Not LSA, they are focused on helping me hit our hiring forecasts and attract A players.

Jennifer Remling
Director of Global Recruiting

AKQA

SeaTel has found our partnership with LSA Global to be very valuable and beneficial. We turned to LSA to customize a supervisory/leadership solution to meet our needs. LSA delivered a customized top quality solution. I’d recommend LSA Global to any company looking for a best-in-class training and consulting partner.

Kortney Riddle
HR Manager

LSA helped to meet the needs of my teams within a very narrow timeframe. My team walked away with highly useful management tools and practices. LSA saved us time in delivering the right solution for our specific needs.

Sandeep Kumar
Director, Software Engineering, EPG

The LSA Global team was very receptive and flexible to our needs every step of the way. Their staff and facilitator demonstrated attention to detail, responsiveness, and professional courtesy. The participants were thrilled with the outcome and rated the communication skills workshop and the facilitator as ‘Excellent’. I’d highly recommend working with the LSA Global team to meet your professional development needs.

John Mastrorilli
FRDP Leader

Intuit

Our company engaged LSA to do a specialized “train the trainer” program, and the consultant’s performance outdid our exceptionally high standards for such a program. Very crucial to the success of this program was the work done upfront to discuss our needs and to interview key members of our organization so that the program specifically met our goals. Our facilitators continue to comment on the success of the program. Thanks also for the follow-up.

Frank Abbott
Chief Financial Officer

The Managing Virtual Teams program was extremely valuable. Your consultant/ facilitator’s fundamental knowledge of Synopsys as a company provided an incredible base to build upon while tackling the complications of managing and working with globally distributed teams. My team walked away walked away with highly useful practices and tools. It was an excellent use of our time.

Debra Martucci
Vice President, Information Technology

LSA’s consultant designed and delivered a half-day team building solution for our recent conference. It included careful customization to integrate the design with our new mission and values. Everyone had fun and identified key issues with our teamwork. Altogether a great program!

Bob Ward
Director of HR

Evaluate your Performance

Toolkits

Toolkits

Download key published insights and tools from industry experts highlighting best practices in the areas of talent, strategy and culture.

More

Health Checks

Health Checks

Want to know how you stack up against leading organizations?  Receive a complimentary benchmarking analysis courtesy of an LSA Expert.

More

Whitepapers

Whitepapers

Get up to speed on timely solutions critical to your business. Published by LSA Experts based upon client feedback and key industry trends.

More

Methodology

Methodologies

First we identify the key metrics you want to improve. Then we assemble a dedicated team of elite experts who have successfully solved similar problems with similar clients.

More

Blogs

Stay up to do date with the latest information on how we help high growth companies align their culture and talent with strategy.

More

Case Studies

Client Case Studies

Real world consulting and training approaches from LSA projects, providing insights on how your company can outperform the competition.

More