I worked for years to get a coveted prospect to buy from our company, and was not successful.  After being promoted to manager I reassigned all of my prospects to an experienced sales rep from my unit, who quoted and sold the prospect that I thought should have been my account for years.

She advised that we had ‘won’ the business and that we were going to do a meeting to introduce our team and ‘install’ the business.  Three weeks later, she lamented, “This is the most difficult account that I have ever worked with!  Nothing is good enough.  They demanded new and special payment terms, they still have not paid their deposit, and they want to tell us what suppliers we need to work with.  I am not sure that we can last with them!”

Well, this situation is not unusual.  It is difficult to know how much trouble a new customer is going to be until they are in the fold.

What is A Good Customer?

It sounds simple enough to suggest that as a sales professional you would want as many of your customers as possible to be “good” customers.  They won’t all be good customers, but the reasons why you want the good ones is because they are predictable and can be an advantage for your.  In sales you need every advantage you can get so you want to align yourself with the kind of customers that everyone else covets.

We will simply define the traits of a good customer:

• Prompt and responsible in payment
• Communicates well
• Provides unsolicited feedback on you and your organization
• Suggests customers/clients for you
• Acts as a reference for you and your company

This list is not all-inclusive as I am focusing on the main customer traits that benefit the sales professional.

Prompt Payment – You know this drill!  Some sales professionals don’t get paid until the monies are collected.  Any client that is delinquent, or elects not to pay costs you and your company ridiculous amounts of money.

Communicates Well – This customer is respectful of your time and efforts and lets you know by communicating meaningfully and with intent.

Provides Feedback – Gives relevant feedback to you on your efforts and your company’s products and services.  Gives feedback the right way, personally and constructively.

Loyal – Loyal customers give you an opportunity to rectify any problems or deficiencies, including pricing issues, before making relationship-ending decisions.  They stick by you and do not make a change for nominal differences in price.

Refers Customers to You – This customer will refer their relationships and ‘business friends’ to you recognizing that they will be taken care of and will receive the great service that you give to them.  This is extremely important to Black sales professional as it gives you an opportunity to have the credibility that the referral gives you to help make the sale.

Acts as a Reference for You – You can count on this customer when you have a new relationship and need someone to sing your praises.  Again, this is important to the Black sales professional for the reasons above (Refers Customers to You).

The Intangibles – They Cost Money!

Spend some time doing a good evaluation on your customers.  Be careful though, as it is the intangible items that really cost money.  A relationship with a customer who pays late, ask for more, and will leave for a dime is not going to end up good for you.

Be cognizant of the intangibles as the costs are hard to recognize.  Do you have to provide additional services and visits because they won’t do what all of the other clients do?  Are they unduly critical of your team and your service personnel?

Know whether the complaints are justified, and if not, you must, I repeat must; stand up for your team.

Customers…We Can’t Do Without Them

I comment often that “we can’t do without them”, and that is the truth.  They are the reason that we exist in our respective roles.  It is our job as sales professionals to make sure that we get the right ones.

In our effort to survive and prosper in our jobs, we sometimes take on customers who do not deserve us.  I am sure you know some now.  If they get in your way of prospering and selling to other clients, they are costing you money.    Think about it hard!  Consider at what point you take action if it is problematic.

What is the Lifetime Value of Your Customer?

Give some consideration to figuring out the lifetime value of your customer.  We are talking about an economic value.  This is your lifetime value, not the lifetime value that your company receives.  This figure is based on the length of relationships, the revenue received from the relationship in terms of bonus or commissions and the amount of compensation that you receive from their referrals, references, and other contributions to your existence.

The lifetime value could be estimated by knowing the following:

• Average annual revenue (commission/bonus) from your customer.
• Average period of time a customer stays.
• Total revenue earned from this customer’s referrals.

Oversimplified, here is the quick and easy formula to show relative lifetime value.  Relative means that you can compare it against your other clients effectively:

Lifetime Value = [Annual Commission Revenue  * Average Period of Relationship] +Total Revenue From Referrals

Or…..

LV = [ACR *APR] + TRR

Here is an example:

Customer A:

Annual Commission Revenue – $20,000
Average Period of Relationship – 4.5 years (company average)
Total Revenue from Referrals – $0

LV = [20,000 * 4.5] + $0 Referrals
LV = $90,000

Customer B:

Annual Commission Revenue – $12,000
Average Period of Relationship – 4.5 years (company average)
Total Revenue from Referrals – $ 30,000

LV = [12,000 * 4.5] + 30,000 Referrals
LV = 54,000 + 30,000
LV = $84,000

In both examples you can see the effect of referrals.  Customer A pays the bills, yet they are not helping your revenue as much as Customer B, who is a good customer overall as they referred you to new relationships and new revenue.  The moral of this story is…”Customers are not created equal”.

The total referral revenue is understated as it should show revenue from the referral relationship in total, and that could be much more substantial.  I hope you see the logic.

Always do a good evaluation and realize that a good customer is more than the commissions or bonus from that customer.  Know the facts.

Your comments are welcome.