Benefits of Targeting

Think of every sales call as an investment.  targeting helps ensure that this investment is made thoughtfully, 

Segmentation and targeting always produce critically important insight that often leads to a company making fundamentally different decisions about its sales management practices and compensations structures.  Experience has shown targeting will yield one of the following levels of outcome:

• Minimum. Targeting provides the strategic clarity necessary for tactical sales compensation, management, and territory assignment.   Think of every sales call as an investment.  targeting helps ensure that this investment is made thoughtfully, based on the company's objectives, rather than reactively or based on individual rep's habits.

• Typical. The process produces a strategic reallocation of resources to take advantage of competitive strengths and profit opportunities.  In some mature lines of trade, wholesaler-distributors have made giant leaps in sales productivity by moving from a 2:1 ratio of outside to inside reps to 1:1, 1:2 or even more.

• Ideal. Targeting enables you to identify a market segment in which you have an opportunity to create a truly differentiated value proposition that competitors cannot match.  One national distributor had an epiphany when targeting revealed that its scale provided an opportunity for dominance in a segment that it was not currently even serving. 

ACTION POINTS: Use segmentation and targeting to improve your sales and business focus.