The Invisible Customer

About the Book

Most businesses don't know how to identify the customers that are most important to them, they confuse quantity with quality, and don't properly understand where their future growth is going to come from. The classic idea that last year's top customers must be your most important customers is simply wrong: at best, it's a stay-where-you-are strategy. Understanding how to strategically target the right customers for the business's objectives and to build the right relationships with them leads to spectacular growth and long-term predictable business instead of the boom and bust cycles all too familiar to Sales Directors.

Most books about sales focus on sales training and soft skills, yet in many companies their biggest problems come from sales people being too good at selling - to the wrong customers. The wrong customers cost you money instead of making you money. If you don't recognise that, and direct your sales team accordingly, you will work harder and harder for the same returns. The Invisible Customer is for the CEO, National Sales Director/VP and the heads of support departments who want to understand how to align their organisation's resources and business objectives with the market opportunity, target the right customers, and build new business based on quality relations. CQM puts you in control: manage the sales process and the orders take care of themselves.

The Invisible Customer sets forth the principles of Customer Quality Management (CQM), an approach to sales strategy that focuses on identifying and developing customers with the greatest potential and then working on realising that potential. Well-known concepts like the 80/20 principle, and the simple truth that business is still about people and relationships, are framed as clear strategic guidelines with copious practical examples and case histories.

About the Author

Tap into the practical experience of someone who has dramatically enhanced the sales performance of SME's and large corporate companies. Cobus specialises in the implementation of sales strategies and more specifically the implementation of key account strategies. He has been involved in sales, sales management and key account management since 1990. Cobus has an excellent track record in different industries and has an uncanny way of turning theory into practice, and practice into results.