Better manage your customer portfolio
The customer portfolio is one of the best assets a company can build up. And its sound management is, in a way, the guarantor of the company's future.
You don't yet know how many targets your customer portfolio currently comprises? Would you like to know the different types of customers you reach? Or do you want to understand the additional sales generated by each sales opportunity? Call on the Kestio team to find out how you can better manage your project portfolio.
At Kestio, we offer you a specific sales coaching solution tailored to your situation, particularly on the subject of customer portfolio management. Through our training courses, we aim to optimize your organization's sales and marketing performance.
The customer portfolio is a document containing all the customers a company has at any given time. All customer-related information is contained in this document (contact details, projects related to each customer, correspondence obtained during prospecting campaigns, etc.). Customer portfolio management, on the other hand, refers to a function assigned to the company's sales department. This involves managing, maintaining and updating the document, analyzing performance indicators and developing the number of customers making up the customer portfolio.
What is customer portfolio management?
Optimize management of
customer portfolio - our solutions
To develop a customer portfolio, it's necessary to use traditional communication operations, direct marketing and operation marketing strategies. It's also essential to implement actions to promote sales development and expand the company's network. After that, it's time to qualify prospects, and the use of management and CRM tools is often essential. These centralize data and enable the company's customer portfolio managers, sales representatives, sales teams and salespeople to access them at any time.
If you'd like to learn how to manage your customer portfolio rigorously and efficiently, don't hesitate to contact us. We'll teach you how to analyze your customer portfolio using software. As specialists in the field, we'll help you learn the winning attitudes and establish a relationship of trust with your customers, so you can better meet their individual needs.
Assessment of your sales and marketing organization and practices
In order to provide solutions that will help your company develop its customer portfolio, our experts take several criteria into account to assess your level of maturity. It is through this analysis phase that we can identify any areas for improvement in your sales and marketing practices.
Setting sales targets
Whatever your company's sector of activity, it's impossible to launch sales initiatives without first determining your sales objectives. This is the only way to optimize your customer portfolio.
When we draw up your sales objectives, we take into account a number of factors, such as your field of activity and your current resources, to help you define realistic, ambitious goals and develop an appropriate business strategy. These objectives are refocused around a pre-defined sales action plan and marketing plan. They must also relate to :
- The signing of contracts with new customers, taking into account the conversion rate of prospects into customers, the sales generated and the average cost of customer acquisition.
- The rate of cross-selling and up-selling customers you want to sign up
- Forecasting the percentage of repeat customers if the offer requires existing contracts to be renewed after a certain period.
- Customer loyalty
If you feel that your customer relationship management team or portfolio manager is not yet capable of developing SMART objectives (specific, measurable, achievable, realistic and time-bound objectives), our training could also be of great use to you.
Customer typology analysis
In our training program, our coaches give you all the secrets you need to know to define your customer typologies and segment your customer base according to :
The services and products you offer, in order to allocate targets according to the offers and skills of your sales team
Budget deployed by each customer group or sales generated
Customer's sales or company size
Once you've established your customer typology, all that's left to do is segment your customer base. With the digitization of various processes, the use of a CRM is essential to easily create segments of prospects and potential customers. If you're not yet using a CRM, you should know that coaching in CRM, telephone prospecting, sales and customer relations are all part of our area of expertise.
Implementation of an action plan tailored to each customer segment
Each marketing segmentation of your company's customer portfolio must be matched by a specific, tailor-made sales and marketing action plan. Through our coaching program, you'll define the levers linked to sales prospecting, up-sell and cross-sell (promotional mailing, free demonstration, specific webinar), to arouse the interest of your targets and encourage them to generate more sales opportunities. This action plan also places great emphasis on customer loyalty. This stage is based on sending out satisfaction surveys and newsletters, as well as requests for testimonials.
Customer portfolio management
Once the customer portfolio is ready for daily use, our training program enables your sales staff to :
Prioritize sales opportunities
Add key information to customer files
Monitor and analyze your company's sales performance indicators
Improve sales techniques to reach more targets
We'll create a management and statistical tool for your company's sales team, enabling them to track the results and performance of their actions. The sales and customer portfolio management training program offered by Kestio is designed for all profiles: sales directors in large groups, sales development managers, customer relations managers, business developers, portfolio managers, technical sales representatives in small and medium-sized businesses... Our aim is to boost your customer knowledge, develop your sales activity and make your business grow.
