Are you looking for new sales? Who isn’t. But knowing who the right customer is is just the beginning of the battle for their mind and pocketbook.

The first battle is with your sales force. Really. Usually, they have lots of products and services to choose from. They decide everyday what to pitch and what to focus on. It’s usually what they know or what is easiest to sell. It’s hard to get them to learn new stuff and sell what you want them to sell, rather than what they are comfortable selling.

You have to find that right customer. Where do they live? What is the problem they face? How can you help them solve it better than anyone else? And the answer isn’t with
a better price or a longer set of features.