Raise ‘Share-of-Customer’ –Farquharson/Tedesco
That will be noticeable, especially if you can duplicate this performance across your client portfolio. Land the $55k job, as well, and you're at a 90 percent SOC, which is as close to 100 percent as most clients will let you go.
Hopefully, your eyes won't glaze over, but let's demonstrate the real financial impact of a small Share-of-Customer increase for the hypothetical Purdy Good Printing Co., which generates $10 million in annual sales, 80 percent of which comes from its top 20 accounts. Let's assume Purdy commands a 25 percent SOC, on average, with these top 20, and works like the dickens to strategically increase its average SOC to 30 percent during the course of a business year.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
