Any Manufacturing or services company will broadly have three main types of customers/accounts: Key Accounts, Medium Range Accounts and New/Low Volume customers
40% focus should on Key Accounts as
their volumes decide your direction of sales targets. Key Accounts or big
volumes driving customers demand more attention and focus by virtue, so our
daily sales routine should start with monitoring the current sales status and
organise all the modalities. Please note if your major customer sneeze your
management will get fever so be careful with the top 5 or 10 Key customers. In
tough market conditions like what we are in now these big customers/companies in
your list cannot afford to completely shut down so their continuity will ensure
your continuity.
30% focus on Medium Accounts whose sales
volume is neither low nor high compared to your top 5 or 10 volume
contributors. These customers are slowly getting used to your product/services.
If you feel your share is nominal your further efforts should be to increase
your volumes. Keep an eye for any cross selling opportunities also to derive more
value from this customers and ascend them to key customer in your region. Business
from these customers will be volatile for a while as you will be competing for
customer’s share so the more you assert for your share the better you can
fetch.
30% focus on New and low volume
customers as these are in nurturing stage and need special attention to bring
them up the ladder. We need to regularly tap them to show your eagerness to
associate with new prospect. We have to ensure that continuity is established,
once continuity is established customer will slowly develop comfort and trust
in your product/services and on your company. Be judicious on quantity of time
you spare on low volume customers as your time is valuable you can afford same
amount of time to every customer.
Any other points to add, please comment.
