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:
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
How to Sell Value versus Price
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