Faced with demanding customers and aggressive competitors, sales executives in Chicago confronted this question:

What can we do to gain loyal customer partners and improve profitability in a fiercely competitive market?

• What are the differences between loyal partners and satisfied customers?
• What do customers expect from sales organizations?
• Are sales organizations meeting the most important expectations of their customers?

• Look at your customer base. Identify those who are loyal customers and those who fall into other categories.
  – Build a customer model that looks at potential, segmentation and long-term relationships.
• Focus on improving your relationship with those who have the potential to become profitable, long-term customers.
  – Create customers value by exploiting the strengths of your value proposition.
• Understand how your customers are changing and how your sales force is changing.
  – Align the sales force to meet the various needs of your customers.

Aligning Customer Buying Behavior

Commit to a customer focus

Develop a customer driven vision:

• Business expertise and image.
• Dedication  to customers.
• Account sensitivity and guidance – the organization's market sensitivity and response to issues relating to price, punctuality, and quality standards.
• Product performance and quality.
• Service department excellence.
• Confirmation of capabilities – identifying the value that customers recognize.

Sales channels

The truth is that the sales force is alive and well:

• They perform a critical function – a function that no other channel can perform.
• They are still the only channel that can sell complex products and solutions.

Leverage other sales channels:

• Offset the high cost of the sales force with direct sales, marketing, telesales, business partners, and the internet.
• Identify channels that are well suited to customers’ buying behavior and needs.

Aligning the sales channels with customer loyalty

Traditional Model - Below

• Go after every opportunity
• Regardless of profitability

Loyalty Model - Below

• Focus on loyal customers
• Convert selected satisfied customers

Increased revenue growth:

• Reversed four years of declining sales.
• Improved margins.

Reduced selling cost:

• Converted 12% of sales revenue through the internet.
• Improved lead generation by leveraging inside customer service channel.