Targeting

When you choose to invest more in one group of customers, you are also choosing to invest less in another.

Targeting is the process of deliberately selecting specific customer segments for strategic focus and investment.  Of all the subjects covered in seeking strategic clarity, targeting has proven to be the most difficult for wholesaler-distributors.  Why? We believe it is because of their sales-centric management and history.

When you choose to invest more in one group of customers, you are also choosing to invest less in another.  The true essence of targeting is deciding what not to do, and to whom you will say "no."  Saying "no" does not mean turning away business; it means not giving best pricing or same-day delivery or some other means of service differentiation.  We have found that saying "no" to anything is often a highly unnatural act for sales-driven companies such as wholesaler-distributors.

ACTION POINT: What segment of customers do you want to say "yes" to?