It’s The New Year For Our Customers, As Well!


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As we put together our strategies for the New Year, most of our focus will be on ourselves–what are our quotas, how do we earn the most money, what are the expectations of us in the coming year? We have kick-off meetings to go to, new initiatives, new priorities, a lot of stuff. Much of January is spent focusing on our company and what we and the organization needs to achieve.

But as sales people, we have an opportunity, our customers are undertaking the same exercise, they are doing the same things with their sales people and with everyone in the organization. They are establishing their goals, priorities, and expectations for the New Year. They have a lot of new initiatives and things they want to accomplish. They have new budgets, undoubtedly much less than they had hope for.

The most important thing we can do over the next 30 days is to sit down with each of our customers to understand their goals, priorities, and the expectations of their management. What are the key initiatives? Is there any new focus for the New Year? What are the major changes?

Often, new performance plans are established with the New Year. Each person sits down with their manager, reviews past year performance and establishes new goals for the year. Or current plans are updated for 2012?s goals.

Are you taking the opportunity to sit down with each of your customers to understand their goals for the New Year?

  • What are the goals their organizations have established for the New Year?
  • What does that mean to the people you deal with? How are the corporate goals cascaded down to them?
  • Do they have a new performance plan in place? What are the goals established in the performance plan?
  • Has there been any shift in priorities?
  • Are there new intitiatives?

Over the next 30 days, we have this tremendous opportunity with our customers. They are resetting much of what they do for the New Year, we have the opportunity to sit down, listen, learn, and to make sure we align ourselves with their goals, priorities, and new initiatives.

We can push that further. As is often the case, customers are figuring out what to do. New goals, new programs, new initiatives, new budgets. What do they do, how do they achieve their goals, how to they do it within the new budgets? We have the opportunity to help our customers figure this out.

Too often, our focus in the New Year is internal, we actually waste an opportunity. It’s New Year for our customers, let’s understand what it means for them, let’s align our strategies to help them achieve their goals, let’s sit down and help them develop a road map to do this-making sure we are a part of that plan.

As the new year approaches, take some time to re-assess your selling process. Make sure it’s updated and aligned with your customers’ buying processes. For a free eBook and self assessment, email me with your full name and email address, I’ll be glad to send you a copy. Just send the request to: [email protected], ask for the Sales Process eBook

Republished with author's permission from original post.

Dave Brock
Dave has spent his career developing high performance organizations. He worked in sales, marketing, and executive management capacities with IBM, Tektronix and Keithley Instruments. His consulting clients include companies in the semiconductor, aerospace, electronics, consumer products, computer, telecommunications, retailing, internet, software, professional and financial services industries.


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