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Barry Wright, Director Grosvenor USA — Grosvenor Training

•WayPoint Analytics •Randy MacLean •Barry Wright •Grosvenor Training

WayPoint's sales dashboard is made to get salesperson thinking about the right things; things that will actually improve their sales territory. Using this feature, there are some new steps you can take to turn your sales territory into the cream of the crop.

The first thing to do: Sell more where it's easiest to sell. Capitalize on the top customers who already are benefitting you. Because of their already mutually-beneficial relationship, a marginal improvement on efficiency can lead to massive profits right away.

There are two categories of customers one must do this with, as laid out within WayPoint. High leverage accounts bring in a high profit per dollar sold, and high efficiency accounts have an especially low cost of doing business. These accounts are already the very best that you have, but there is often room for improvement.

Next: Identify the low-efficiency accounts with high costs in your territory. These are customers that may buy a lot from you, and may be your favorite customers because of it. However, it's possible that these customers are racking up expenses for you elsewhere that are impossible to spot without good analytics. Fortunately, due to their spending habits, the relationship can often be improved for both parties by taking some simple logistical steps to improve their efficiency. You have the advantage of being able to choose how to handle those situations, and with analytics showing you the specific accounts that are causing you previously undetected trouble, you can very effectively weed out your bad relationships.

These two steps are usually not being taken by most distributors, but where it does happen we see enormous cash flow, and magnificent gains in sales, profit, and most importantly, commissions.

Finally: Once you've taken care of these first two crucial steps, it's time to expand your territory. However, if you do this by casting a broad net and pulling in anyone and everyone, you'll just undo the work you did for the last two steps. Instead, try expanding your territory with a narrow focus, targeting prime accounts with prime offers. Having a collection of these super-performing accounts that you keep happy and loyal, with few or no big profit-draining customers tips the scales in your favor.

Audio file: wright2-05.mp3