Читать книгу Sales Growth - Baumgartner Thomas - Страница 13

Sales teams have neither the time nor inclination to delve into the data or worry about cross-functional resource allocation. For the micro-market approach to work, complexity must be minimized – the sales team needs simple and effective insights and tools.

A North American logistics company had an overall goal to increase prices by 3 percent annually, but it knew that wide variation in growth and competitive intensity across its markets might make this difficult to pull off. To ensure it met this target, it developed a detailed micro-market pricing scheme and provided simple rules, based on the competitive dynamics of each segment: reps in high-growth markets were expected to raise prices and grow faster, and those in declining markets were allowed to reduce prices to prevent existing customers from leaving. These markets were identified at the city and zip-code level, and tailored strategies were developed by line of business, customer occasion, and customer segment.