Build a Stronger Sales Territory (Do This)

If you manage a territory of some kind, then the biggest challenge you face is likely determining the best strategy to fully capitalize on it. After all, if your territory spans many miles, it’s not so easy to connect with every potential customer on a regular basis … or is it?

Managing a territory is about prioritizing your time.

You don’t need to connect with everyone, at least not initially. Instead, your strategy should be to identify the “ideal” prospects within your territory and then apply the 80/20 rule.

Spend 80% of your time pursuing your “ideal” prospects.

As time progresses, invariably you’ll meet other prospects at networking events, during drop-ins or possibly through referral.

The result is an ever-evolving list of your best prospects. The company that might seem like the best fit or the largest sale opportunity today may be dwarfed by an even bigger company tomorrow.

That’s okay.

Don’t look at your sales territory as set in stone. Rather, see it as fluid.

Your initial work to map out your territory should include answering the following questions:

1. Who are the ideal prospects (that you can decipher from a distance or based on previous knowledge)?
2. Who are the competitors serving these ideal prospects today?
3. Who are competitors who aren’t necessarily selling to these ideal prospects but are serving the same territory (after all, you are both fighting for the same business)?
4. What are your key differentiators for your product, service, and company? In other words, what sets you apart as distinct and unique in a competitive marketplace?
5. How will you share your differentiation to get the attention of these ideal prospects (what form of value will those differentiators take)?

Once you’ve laid this groundwork, then it’s time to get to work.

Prospect, network, speak at events, hold special events. Basically, do everything you can to get in front of your prospects and to become a recognized entity.

As new information arises (and new ideal prospects emerge), adjust your targets.

Personally, I recommend keeping a top 20 list of ideal prospects for your region that you pursue regularly. If someone is bumped out of the top 20, then connect with them less frequently.

Focus your time and energy on your ideal prospects, and your territory (and your sales) will flourish.

Best,

Shawn

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