Insights & Tips

Already a subscriber? Login

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

Rig Your Competitors’ Customer Mix

There’s a lot to be said for developing a better understanding about the relative value of your customers over time. Of course, it allows you see where certain cost-to-serve elements are out of alignment. And, it can provide much greater focus for your customer retention and development efforts.

But it also enables a powerful competitive strategy…

You see, for some strategically-minded companies, it’s not enough to simply manage their own customer mix—these companies also want to “help” manage their competitors’ mix of customers.

Make no mistake, this desire isn’t borne out of some sense of altruism. Nor are these companies doing this in the interest of fairness or to level the playing field. And they certainly aren’t trying to share the wealth of proprietary insight and intelligence they’ve managed to amass about customers and prospects in the marketplace.

No, these companies are trying to get their competitors to destroy themselves.

These companies know that most of their competitors lack a deep and actionable understanding of customer profitability and prospect potential. And as a result, these competitors tend to have some fairly simplistic perspectives when it comes to customer acquisition and retention.

For example, to these more tactically-inclined competitors, securing new customers is never a bad thing. To them, a win is a win—good, bad, profitable, or unprofitable, it doesn’t really matter. Queue the company-wide emails and pizza parties in the break-room!

These competitors will never once consider the possibility that they just won a customer that their opponent was perfectly happy to lose. They’ll never think for a moment that maybe their opponent knew something that they didn’t. They’ll never wonder if maybe—just maybe—this customer is more of an anchor than a sail.

And, they’ll never realize—until it’s too late—that they just won a battle that will eventually cost them the war.

Browse our free catalog or watch our quick demo video to learn more about the informative guides, tutorials, expert interviews, case studies, and webinars in The SellingBrew Playbook—the only resource of its kind, focused exclusively on building more effective sales operations.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • A Better Way to Manage by the Metrics

    In this informative interview, Jason Jordan, the author of "Cracking the Sales Management Code," discusses his research into sales measurement and shines a light on which sales metrics can actually be managed...and which cannot.

    View This Interview
  • Avoiding Mistakes in Customer Profitability

    For most B2B companies, it's important to maximize the value of every customer you get. But customer profitability management is full of land mines that need to be avoided.

    View This Guide
  • Being An Internal Sales Consultant

    For sales operations functions, frustration and conflict would seem to be inevitable. But learn how an "internal consultant" mindset and approach can make driving improvements much easier...and far less frustrating.

    View This Webinar
  • How to Improve Your Close Rates

    Trial and error with something as important as your close rates is risky. How do you know which strategies and tactics you should use to improve? In this on-demand training webinar, learn effective strategies and tactics for improving your sales team's ability to win---at scale and with less risk.

    View This Webinar