Who Let The Dogs In?

In the pursuit of increasing sales be careful your sales organization doesn’t let the dogs in. Think twice before you allow them to hunt for just any sale. Wrong fit customers can put a drain and even bring down the best of organizations. A wrong fit customer, who continuously demands high amount of resources, pays slowly, and drives terms and conditions can cripple your company’s ability to deliver to all of your customers.

This problem can be solved and, at the same time, can result in an increase in sales and profit. It begins with identifying who is a best fit for your company. A company called Selling to Zebras uses this Selling in the Now technique to identify who are the ideal customers for your company: Your “Zebra”. They suggest you internally create a Zebra team from all disciplines, finance, manufacturing, legal, HR, etc, not just sales, to help create the customer that works best with your organization. Once this is accomplished, send the sales organization out to only hunt for Zebras. By hunting only for Zebras, your sales people won’t be selling to potential resource-draining customers and will not be wasting their time with people who will never buy.

The world has changed and sales must also change to a more holistic company perspective. That is the focus of Selling in the Now. Sales techniques from another era will not get you the results you seek and could be sabotaging your entire company’s mission. There are plenty of best-fit customers and there should never be a need to let the dogs in.

Author: Rich Lucia
www.RichLucia.com

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