Only when you have exhausted the potential of existing customers and dropped out customers won back, try to get new customers. But not blindly, but purposefully.


Create a list of your dream customers

They don't just look in the Yellow Pages Online Find out who else is in your target industry and overwhelm them with phone calls and mailings. That would be a waste of energy.

Nowhat you do is this: you draw up regularly a list of your dream customers. And ask all your sales reps to make such lists too. For example, always at the turn of the year.

From the dream to reality

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This list shows the companies you would like to work with. They clearly identify the potential of these customers, who they are working with at the moment, and under which conditions it is possible to acquire these customers.

Do not put this list in a drawer with the words "dream", but discuss it with your colleagues in the office. Regularly: once a month or once a quarter.

you to plan Measuresto reach out to these customers and tell them which actions you're already using Success have implemented. Colleagues offer you moral as well as practical support.

Dream List acquise

As you can see, at the end of the year, you acquired a majority of the clients on the Dream List. Not because dreams automatically come true, but because you are dreaming with a list for you and yours Team create a selective perception.

By focusing on the target customers focus, you will take chances with them in Shops to come, perceive much more strongly. In this way you do not win any new customers, but only A customers.

Make your goals visible to others

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However, you should note one thing: If your Objective does not depend on you alone, then it is of no use if you visualize your goal in private. Make it visible, tangible, tactile, smellable for everyone involved!

With us in Office there's a picture of a thermostat with our new sales target written on it. We're playing into that now. Provisionally…

In 6 steps to the dream customer

So how do you manage to cut off a large part of the cake, ie the market potential of your customers? By proceeding as follows:

  1. Set yourself ambitious goals.
  2. Write down the goals.
  3. Visualize the targets.
  4. Make the goals transparent to your team.
  5. Think about the steps you need to achieve your goals.
  6. Get started and stay tuned, even if there are setbacks!

Good thing wants to have time

Important: You can only do it optimally sellwhen you take your time useful insert. For that you need customers who are not sufficient Turnover bring, also let go. You will be amazed what you can achieve then! A sales increase of 100 percent or more is no longer in the stars or in the black crumbs that give the joint its pungent smell, but in front of you.

If you can not make it in the planned time frame, then just a few weeks later. Achieving will be your goal. What's the name of it: Good things also want to have some time!

Prioritize your time

What is better from your point of view: per week 20 visits and 19 of them a lucrative conclusion hinbekommen? Or 50 make visits and only achieve ten of these significant sales?

So! If the answer is the same for you clear is like for me, you have to prioritize your tour planning and your time investment in general:

Release poor customers

Is this customer classification too definitive? Of course, you don't have to give up your C customers without replacement, you should stopto devote too much time to them - time that you then have left for customers who bring you more revenue per time spent. So: Invest this time in your existing A and B2 customers - or to win new B2 customers.

Isn't there also a chance that a C-customer will lose his sales increases, if you only give him enough awareness dedicates and makes a good offer? The simple answer: if a customer really has the potential to become an A customer, then they are not a C customer. But a classic B2 customer. And well worth paying attention to.

If your customers don't change ...

And the “real” C customers? Just Honestly: If you've been visiting a customer every other week for years and pampering them back and forth, but their sales still haven't increased, what makes you think that will ever change?

My experience in over 20 years of sales is: This kind of customer will never change. You can safely delete it from your list. You have my permission. Sorry, but you just have to be consistent. You do not run a pastoral facility, but you want to complete business for mutual benefit. If that's not the case, let it stay.

Not only you, but also your customer can use their time more sensibly than drinking coffee and chatting with you for half an hour, even though only a tiny part of your offer is of interest to them at all. So it might be mutually beneficial to let go of this business relationship. It's just that both of them don't think of them Idea, or don't bring it to heart.

The example of the monkey and the nuts

In my lectures I like to tell you how the Bushmen catch monkeys: They are looking for a tree with a narrow branch hole. In this hole they place a few nuts or a stone. And so that a monkey watches them. Monkeys are terribly curious. As soon as man has withdrawn from the tree, the monkey wipes, grabs the hole, and discovers what is in it. But to watch it properly, he has to get it out. So he clenches his fist around the stone or the nuts - only that is too big to pull them out of the hole again. Now man can walk comfortably and throw a net into the monkey. The monkey sees that there is danger; he tugged at his arm, shrieked and squirmed. But he does not come free.

The reaction of the participants is unanimous: "Whoa, he's stupid! He would only have to let go, then he would be free!" Yes, exactly. The tricky thing is that we too People often fail to do so. I experience that every day in sales when dealing with C customers. So: let go!

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