At Brightbridge we believe that commercial success demands understanding who your high worth customers are and creating winning strategies to maximise market share from such customers.
This involves more than a simple selling approach, especially when managing large and more complex customers.
It requires suppliers to determine proactively which customers they are most able to grow over the long term. Your big customers of today may not necessarily be your best customers for tomorrow.
The selection of key customer targets and the development of customer strategies, with well-developed lines of attack, are core elements of our consultancy service.
We have broken this approach down into three action hubs.
Let’s face it, some customers are strategically more important to you than others. The so called 80/20 rule, which suggests that 80% of profit can come from just 20% of customers is in many cases too extreme, but it underlines our belief that relatively few customers are often critical to success.
A critique of your customers can be revealing. Your largest customers could in fact be the most demanding, price-driven and least loyal, whilst emerging customers may present far stronger commercial potential.
Are you prioritising actions behind customers best positioned to deliver your corporate growth and profit objectives?
We will consult on how best to prioritise efforts behind the right key accounts for your short and long term success.
Click here to learn more about how we can help you identify your high worth customers.
Attractive customers appeal to many suppliers. Whether you’re seeking to expand from a strong position, retain your share of wallet, or dislodge a competitor, it’s important to consider what’s required to convince your target customer that you are their best bet.
For tactical wins this requires intelligent positioning of your product or service propositions.
For bigger plays – to become their preferred first choice supplier – a comprehensive campaign of establishing differentiation and building customer advocacy may be required.
Click here to find out how we can assist you in crafting winning competitive strategies.
Having identified customers that are key to your success, high quality account planning will guide you to focus investment to deliver top results.
We’ll recommended initially concentrating on 2 to 3 ‘pilot’ accounts. This approach will deliver clear insights, opportunities and drive more powerful actions. This creates momentum.
Strong planning is particularly important when dealing with complex customers and when many of your internal teams are involved in meeting customer needs. We’ll provide toolkits, coaching and insights to uncover opportunities.
Click here to find out more on high impact account planning.