For companies that already know their market
Your next customer is already in your files.
Some markets are full. Everyone knows everyone, and every new customer has to come from a competitor. Growth then does not sit in more addresses, but in what your existing customers are not yet buying from you. That is not a feeling. That is in your own figures.
Thirty minutes. No pitch.
Rather without a call? Send one export, then you know →
Recognition
Three sentences from the table.
- 01
“New customers? We pretty much know them all already.”
- 02
“That customer has bought the same thing for years, while our range holds much more.”
- 03
“Who should be buying what sits in the heads of our two best salespeople.”
All three say the same thing: the knowledge about who should be buying what exists, but it sits in heads instead of in the system. As long as that is the case, your revenue hangs on the diary and the memory of a few people.
Where I start
The revenue map.
One export from your own system: sales per customer per product group, three years back. That is all I need. No access to your customers, no working group, no forty page report.
- 1 The comparison. Which customer buys less than comparable customers of the same size in the same region, and on which product groups.
- 2 The ones that went quiet. Who bought something, and nothing since. And which quotes once went out and never got an answer.
- 3 The call list. Not findings but names, with an amount per line and a date next to it, split across your own salespeople. The reasoning comes with it, so your people can run it again themselves.
And the figure that follows is one your accountant can check: revenue at existing customers on products they did not buy last year.
What I build after that
So it does not become a one off clean up.
A list ages from the day it is finished. So I build it into your own systems, where it refreshes itself and nobody has to remember it.
The safety net
Ageing deals and silent quotes surface by themselves as a task with a date. Deals rarely die of a wrong answer. They die of silence.
The signal pipe
Your own system produces the revenue map from now on, every month, and puts it into your CRM as tasks. No pdf left lying around.
The quoting flow
Layout, margin rules, approval and automatic follow up. The quote goes out the same day.
The sales dashboard
Every rep sees before his round which customer stopped buying what, and why that is worth a conversation.
Everything inside your own tools, not next to them. If the work stops, it keeps running. That is the difference between rent and ownership.
After an acquisition
Two files, one map.
In a full market almost everyone grows through acquisitions. Whoever buys a company buys two customer files and two ranges. The first commercial question is then not how you find new customers, but who buys at them what your customers already buy, and the other way around. That is the revenue map across the merged books: deduplicated, crossed, and handed to the merged sales team as a call list, in one CRM with one way of working.
And when home really is full
Closed at home, open abroad.
For some companies the growth after that lies across the border. Then the order is the product. First this work, at home: it pays the bill and measures why your customers actually buy. Then the country map: which country is genuinely open, and which one only on paper, because without local delivery a map is not a market. Only after that the message outward, per country, built on what you measured at home instead of on a brainstorm.
What that reach work looks like is on the services page.
Honest up front
When this does not work.
- Too few customers to compare. Below roughly fifty customers there is statistically little to lay side by side. Then I say so, and we look at whether route one is the right one.
- One off purchases. If a customer buys once and does not come back for years, there is no map to make.
- The data does not exist. If the history sits in no system anywhere, that is where it starts. Which is more honest than pretending.
- You already do this. Some companies turn their own figures over every day. They do not need me for this, and I say so.
No call attached
What the export needs.
You do not have to call to find out whether there is a map in your figures. One export is enough, and your accountant or your IT makes it in a quarter of an hour.
- Per line: customer, product group, year, revenue. Units or kilos may come along, not required.
- Period: the last three full years, plus the current year.
- Format: csv or xlsx, straight out of the ERP or the accounting package. No layout, no pivot table.
- If you have it: region and size of the customer. Without those there is less to compare, not nothing.
I tell you whether there is a map in it, including when the answer is no. Confidential? Then we sign first, just say so. Not sure whether your system can do this: mail me the name of your package, then you know.
One export. Then you know.
Thirty minutes. You tell me how your market works, I tell you whether there is a map in your figures. Including when the answer is no.
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