Most companies operate by a de facto rule: any business is good business. But every customer is not a good customer, and millions of dollars in time and resources are wasted catering to the bad, while isolating the good.
According to Frank Cespedes, customer selection is a crucial decision affecting a company’s value proposition and strategy execution while also representing an opportunity cost. In a competitive market, ineffective opportunity management leads to loss of money, time and positioning with core customers as companies get better at activities that customers value less.
In Aligning Strategy and Sales, he reconciles the growing gap between strategy and sales, offering a framework for how companies can translate strategic choices into an ideal customer profile that will drive the behaviors – and success – of the sales force, increase sales productivity, and generate a necessary dialogue between sales leaders, strategists, and others in the C-suite of your company.
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