Friday, October 5, 2012

Account Potential

Take the time to assess the potential of your accounts by doing a gap analysis.

1. What is the customer's total spending for all the services that you offer?
2. How much do they buy from you?
3. How can you get more of the total?

Some customers know their total spend and will share that number with you. Others won't know or won't share, and you'll have to make an educated guess. After you come up with a number, do a quick calculation:

Total Customer Spend - Total Spend at Your Company = Opportunity Gap

Armed with this information, start conversations. Talk to the customer. Ask how you can get more of the total and then decide on a course of action.

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