Assessing Client Relationships

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Questions To Ask Yourself

1. Can I consistently avoid a competitive bid situation?

2. Do I have them convinced “price” is not the primary evaluation criteria?

3. Do my customers allow me the ability to provide input into their procurement process?

4. Do my customers allow me the ability to provide product specifications to include in their competitive procurement process?

5. Do they sole source from me?

6. Do they see my product as differentiated?

7. Have I convinced them my product is not a commodity?

8. Do I understand how my product addresses their business or personal challenges?

9. Have I tied the features and benefits of my product to their business or personal requirements?

10. Do I have a personal relationship with the customer?

11. Do I know who the decision maker(s) is?

12. Does the customer understand my value statement in relation to my competitors?

13. Is there any history with the customer and my company that is positive?

14. Have I addressed any possible negative history the customer has with my organization?

15. Is there a business relationship between my customer and my organization beyond personal relationships?

Although not scientific, asking yourself these 15 questions will give you a good indicator how your customer relationships are. If you have answered “yes” to over half of them you are well on your way to a healthy and profitable relationship.

There are too many salespeople who have not spent any time assessing client relationships. These below average salespeople wastes precious time in situations they either cannot win or profit from. Don’t let this be you.

Spend time assessing the client relationships you value. It won’t take you long. And you will be in a better position to understand what you need to emphasize with your customers the next time you meet with them.

Your Take Away

Run through the 15 questions for your top 2 accounts and your top 2 prospects. Compare the results and identify your strengths and weaknesses in your top accounts. Put together a simple action plan to maintain the strengths and mitigate the weaknesses.

Now look at the results for your win-back customers. Use the exercise as a spring board toward a game plan to win your prospects over. This will provide you a good snapshot of the challenges that lie ahead and the areas you need to channel your focus.

Assessing the client relationship is a worthwhile exercise to perform at least twice a year. Don’t settle for average. Be a top earning salesperson.

Thanks for reading.

Good selling.

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