Recently, I read a great article on the Sales Benchmark Index blog that outlined the most common, and important, questions that sales reps ask their leaders. They are:
• What accounts do I call?
• Where are the best opportunities?
• What accounts should I contact first?
• How can I improve my results?
If you’ll notice, all questions relate to the most important question a sales rep can ask: How can I make better decisions to make my number?
Answering these questions and giving reps the best possible answer is not so simple. As the author explains, educating reps about account segmentation can help them make better decisions when answering these critical questions.
Why, exactly, does segmenting markets makes sense?
In the author’s words: “Customers are different. Some are small while others are large. Some are driven by price while others want the best service. Some want breadth of services while others want a targeted offering. Some are early adopters while others prefer battle-tested solutions. In the end, segmentation helps salespeople meet the needs of a diverse customer base.”
Once a customer base is rationally segmented, you can [Read more...]