Sublime

Sales Reps Sales Managers Executive Management The Customer

How large is this segment, and how fast is it growing?

Entrepreneurs are renowned for finding new ways to segment markets that they serve, often behaviourally, thereby creating new segments that they can dominate.

The customer … is the ultimate reason for whatever the organization produces. Peter Drucker1

how important it is to have a product that offers clear and compelling benefits to a carefully targeted market.

Then I got a phone call. “John,” said a crisp voice. “It’s Raj from Forego. I need your help. You saw my QBR at the beginning of the quarter. I need you to help advise my sales force on how to sell accounts

john@whatmatters.com.

week after speaking with Raj, I flew around to visit a couple of sales reps from Forego—Hannlin and Shannon. I went with them on sales calls, got a feel for their lack of process and their difficulty in understanding on which core selling issue to focus their energy.