How to Prioritize Customers & Client Prospects

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  • 0:03 Potential Business
  • 1:11 Prioritize By Job Title
  • 1:57 Maintaining Current Clients
  • 3:42 Lesson Summary
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Lesson Transcript
Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Having many customers and clients can make decisions confusing for a salesperson. In this lesson, we will discuss how to prioritize customers and client prospects.

Potential Business

Being able to determine who should receive your time can make or break a sales career. As a salesperson, it is essential that you consider all of your client prospects and determine which ones will most likely bring business. Client prospects are businesses that potentially could become your customers. While any customer helps your company generate money, it is essential to look for clients who will also bring longevity when it comes it purchases. It is important for a salesperson to continue to bring new clients into the business to help generate more profit. You must prioritize which new clients will be the best fit for your company.

For instance, Jeff works for a company that sells construction equipment to businesses. A large construction company wants to do business with Jeff's company and will continue to buy equipment for their numerous projects. Another company, which also wants to do business with Jeff's company, is a small company that is doing a little job to fix up their building. Jeff's main priority should be the larger business because it will help generate more revenue, both initially and in the long run. The smaller business will benefit Jeff, but not as significantly as the large construction company.

Prioritize by Job Title

When prioritizing customers and clients the company should determine what level of authority the customer has with their company. It is essential to determine who the leads are and how they rank. An individual's job title helps determine how fast he or she can make a purchasing decision. When determining client prospects, you should give priority to the decision makers. Higher-level employees will have more information about how much money they can spend or how long a purchasing decision will take.

For instance, a CEO would be considered before a low-level employee. After you have completed business with the high-level employees, then you can do business with the low-level employees. Low-level employees can still be a significant part of sales, but the clients in higher-level positions will be able to make decisions faster.

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