How L'Oréal increased its turnover
In the L'Oréal questionnaire, questions such as:
- How many employees does the hairdresser have?
- In what position is the salon located?
- Does he have a customer car park?
- Does he have a shop window?
- What's in the shop window?
- What products does it use from L'Oréal and which of its competitors?
Overall, 42 questions should help sellers to take a closer look, understand the customer's situation and draw their first conclusions. From the answers, the management was able to determine very precisely the market potential of each individual hairdressing salon - and thus divide it into A, B and C customers.
A, B and C customers
So you get an idea of how much potential each of your current customers has. Maybe you already have some Company which are not yet your customers, but are of interest to you. And how do you divide that up into A, B and C customers? There you have to define your own criteria. What is important and what is not, is different in every industry.
My personal classification is based on the principle:
- An A customer is one who makes a lot of sales and also has great potential for further sales.
- A B customer either makes a lot of sales, but has little more potential (then he is in my terminology a B1 customer), or
- he makes moderate sales, but has great potential (so he is a B2 customer for me).
- The C customers are the ones who neither make the right sales nor have potential.
What else you need to consider
But apart from the present and possible sales, there is still more to pay attention to. For example the questions:
- How much effort do I need to run for this customer? So what is the return on time?
- How liquid is the company? Can I expect to pay his bills promptly? - For example, I know a contractor who basically does not do anything for the public sector because the municipalities only pay months later.
- How well connected is the customer in the industry? Will he recommend me, will I win over him new customers? So they judge his reference potential.
Once you have categorized your customers, set your priorities so that you can take full advantage of the potential.
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