Jul 1, 2009 | Management, Sales, Strategy
A vexed question, and managing customer profitability is as fundamental as managing the P&L, but possibly more complicated.
It is usually unrealistic to measure the profitability of all customers, but most businesses live by the 80/20 rule, so concentrate on the 20, and apply the knowledge gained to the remaining 80, with appropriate caution. Several parameters should be measured, the more the better, in order of importance:
- The basic measure is gross Margin. You know (or should know) the marginal cost of production and delivery of the products they buy , this is the basic measure, and should be done religiously.
- Costs to service the customer need to be considered. Some customers are easy, undemanding, and cause little disruption. Others you may wish to pass to your competitors. This ends up being a combination of data, such as product returns, debtors days, inventory you need to hold, and perhaps others, as well as the harder to measure things like how much time and trouble the sales force, technical support, and other functions need to spend to service the customers needs. Cost to serve is usually obscured from view, and hard to measure, but it is a huge factor in most businesses.
- Customer life time value, measures the value of the customer to you over a period of time. This analysis can be done in conjunction with a discounted cash flow analysis, as a means to better understand the returns that may come from investments in managing the customer.
Measuring customer profitability is a key part of a program of pro-actively managing the investment most businesses make in servicing their customers, but is too often allowed to drift.
A complication is that customers that have the potential to be amongst your top customers have to start somewhere, so the manner in which you measure profitability must be sufficiently flexible and responsive to recognise those that are currently not amongst your top customers, but are nevertheless “key” customers in your planning processes, and for your future.
Jun 11, 2009 | Demand chains, Management, Sales, Strategy
Most supply chains are driven by orders, someone reacts when an order is received.
The niggling question is always about demand, as most recognise it drives orders, inventories, innovation, competitive pressure, and so on, but is rarely measured.
Orders are at the end of the process, they arrive after making allowances for out of stocks, poor display, customers memory, competitive activity, the skill and interest of the sales person, and many other factors.
Demand is created by understanding the customer, and positioning your good or services in their minds as the best value solution available to address their need. This is longer term stuff, harder to measure, easy to ignore, but it is the foundation of commercial sustainability.
How much better would it be to have in place signals that reflect demand, they might give us an opportunity to reduce the incidence of lost opportunities, whilst better managing our investment in inventories, brands, customers, and the short term sales tactics used to stimulate an order.
Jun 8, 2009 | Marketing, Sales, Strategy
Yesterday I went to a free concert in Darling Harbour in Sydney, and saw Jeff Lang who plays “my music” the blues, and must be one of the best lap slide players in the world.
Point is, it was free, and he rocked the place, and judging by the reaction, he engaged with a lot of people who had never heard of him, and certainly had never seen him, and under normal circumstances, would never buy a CD of his, but they did yesterday, in truck-loads, and he hung around and signed stuff, smiled, laughed, and generally was nice to people.
Here was a world class player, engaging with people who were now avid fans of his, and who would remember the day, and continue to buy his albums long after the free sample. They may not have paid to be there, but will pay for a long time to come.
Free stuff sells, when it is good enough, different enough, and has a character and integrity people can relate to.
Jun 4, 2009 | Management, Sales, Strategy
Great, the big presentation nailed it, the sale is made, the goal achieved.
When the cheering is over, and the empties from the celebration cleared away, perhaps a reflection on what really made the sale would be useful.
The presentation did not make the sale, it was just the last piece in the jigsaw.
The lead-up work that made the sale possible was made by the researcher who realised that the potential customer had a challenge your product could solve, or the truck driver who told you the competitive lead times were 6 weeks, and you can deliver in 3 days, or the operations guy who suggested that by adding an ingredient in your factory, you could eliminate a whole process in theirs, the sales people who nutted out the strategies in a Key Account Plan, and so on, you get the picture.
Industrial sales are usually made by a myriad of small things that together add up to something you can leverage, the presentation is only the end game, and is useless without the graft at the front end.
The graft is an organised process of gathering collating and prioritising market and customer intelligence, and matching that to the competitive advantages you can deliver, so the presentation can be produced, and sales gathered.
The font end is the hard bit, the presentation is the glory bit.
Jun 1, 2009 | Demand chains, Management, Sales
The churn of employees in large companies often creates difficulties in retaining a continuity of relationship with customers. This particularly happens in situations where a buyer has substantial market power, such as a large retailer.
How do you build a relationship in these circumstances where the buyers get rotated on a regular basis, and there is usually a very active competitive environment for the attention of the buyer currently in the chair ?
- Account management personnel need to ensure there is a focus on the value you bring to the customer, not just on the price of the deal on the table being negotiated, or the person currently filling the buying role.
- Do not allow the costs of doing business with a customer to overwhelm the investment needed in your consumers and the brand benefits you deliver to them. Retailers are not good marketers for you, they are interested in their brand, not yours.
- Maintain as many personal relationships and points of contact as possible by engaging as many people in your business as possible with their peers in the customers business. Particularly valuable are relationships around service provision and logistics, removed from the negotiating battlefield.
- Be proactive in all things, rather than reactive.
- Be prepared to say “no”, and be able to do so without damaging the ongoing relationship, rarely easy to do, just easy to say, but it must be done to maintain a sustainable negotiating position that leaves you with appropriate margin. Many businesses have gone broke being “successful” with customers with whom they have little leverage.
May 29, 2009 | Sales
Make sure you outperform expectations, deliver in full on time every time, beat any deadline, know their business better than any of your competitors, listen to your market, and communicate, communicate, communicate.
Communicate especially when there is bad news, souring circumstances, or you have a divergent opinion.
At times it may be confronting, but respect and honesty are usually repaid by loyalty and understanding.
