SellingBrew

Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

3 Reasons To Stop Focusing On Your Biggest Customers

Looking at the data from one of our research surveys, when asked how companies prioritize focus across their customer base, nearly 50% report that their first priority is on customers that generate the most revenue.

On one hand, that just seems logical. You certainly don’t want to risk a decline in revenue from those big customers…it could spell disaster. And you want to keep them happy so they don’t shift all that business to a competitor.

But there are also 3 very good reasons your largest customers should not receive all of your attention:

  1. They often aren’t your most profitable customers.
    All the attention spent on your largest customers adds to their cost-to-serve. Plus those big customers tend to demand the biggest discounts.
  2. They often have little growth potential.
    As this SellingBrew Playbook tutorial pointed out, your big customers are big because you’ve likely already captured most of the opportunity that exists.
  3. They often end up concentrating your risk.
    Every company wants to minimize revenue concentration. But more time focused on your big customers means less time diversifying your customer base.

Where should you focus instead? 36% of companies in our study reported that their first priority is on customers that have the most growth potential.

And that doesn’t seem like a bad idea. Not only does that focus help drive profitable growth, but our data shows that those companies are twice as likely to be very confident that they’ll hit quota this year.

That makes sense. Companies looking for potential growth should be much more confident about their numbers than ones who are focused on customers they’ve already tapped out.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Essential Sales Ops Roles

    While there's only one Sales Ops title on the business card, there are actually many different "jobs within the job." And it isn't easy to do the right jobs, at the right times, and in the right ways.

    View This Webinar
  • Building a Better Sales Pitch

    How do we arm our sales teams with the most effective messages possible? How do we ensure our messages will actually cut through the clutter, differentiate our offerings, and move the sales process forward?

    View This Webinar
  • Driving Sales Effectiveness with Strategic CRM

    Are you really getting everything you should from your CRM system? Do you even know what's possible? In this four-part training session replay, learn what leading sales operations are doing differently to drive significant sales results, with far less resistance from the field.

    View This Webinar
  • Building a Better Bid Desk

    Large bids and quotes can have huge impacts on everything from revenue and profit to capacity utilization and strategic positioning. In this on-demand training session, learn strategies and tactics for improving the effectiveness of your bid desk.

    View This Webinar