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How Is Your Customer Measured?

by David Brock on November 12th, 2013

Ask a sales person how they’re measured, they quickly respond, “quota attainment.”  Every sales person know what they are accountable for, where they are year to date, and hopefully, what they need to do to close any attainment gap (but that’s another post.).

Some sales people have a richer set of metrics, and will take you through them.

We all tend to be very focused on our goals and achieving our goals.

Our customers are no different, they have goals and performance plans.  Their performance is being evaluated by how well they achieve their goals.  It could mean a promotion.  It could mean increase.  It could be about a bonus or incentive of some sort.  It could be whether they get to keep their jobs.

Customers are no less goal directed than sales people.

But here’s the catch, I seldom hear sales people asking the question, “How are you measured?”  Or, “What are the goals for which you are accountable?”

If we really want to connect with our customers, we need to know how they are measured, what they are accountable for, and how we can directly help them achieve these goals.

Understand their performance plans, learn about their measurements.  If possible, understand how these impact their personal aspirations — the promotion, the bonus, the increase.  Knowing these means you’ve got a good grasp of their Hot Buttons.

As long as you are having the conversation, ask about some of their personal goals.  They don’t need to be grandiose.  Perhaps it’s, “let me get home at a reasonable hour,”  “get my boss off my back,” “get some recognition from my peers.”

Understanding how your customers are measured and how you can help them achieve their goals/metrics helps you in developing Insights.  The most meaningful Insights might be what you can do to help them as individuals.

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