Take a SWOT at all your key customers

Guest post by: Todd Youngblood
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“The future is here. It’s just not evenly distributed yet.” - By Todd Youngblood

The logic underlying SWOT analysis is so obvious that it's often easy to lose sight of its power and value. The newest, least experienced sales rep in an organization can easily grasp what a sales manager means by a customer's Strengths, Weaknesses, Opportunities and Threats; and it's not very difficult to actually identify them. It's also not very difficult to engage customer personnel in discussing them. In fact, they tend to love it.

Since a firm grasp on a customer's SWOTs establishes you as someone truly interested in improving business processes and performance, it can dramatically improve your odds of closing deals. So here's a quick review:

Strengths are business processes at which your customer truly excels. Remember that these aren't necessarily the strengths listed on their website. Don't take their word for it. They might be kidding themselves. Challenge them; make them explain it to you. Always steer the conversation to position your products and services as things that can help them exploit their true strengths.
Weaknesses are business processes, at which your customer is average or below average. They're typically not too hard to identify, but discussing them could be a delicate matter. Be diplomatic! One good way to point out weaknesses is to talk to your customer's customers and get their perspective. Ask your customer about how those folks might have come to hold that opinion. And again, remember to position your products and services as things that can help address their limitations.
Opportunities are situations out in the marketplace, tailor-made to require use of your customers' products and services. I've always been amazed that as an outsider, I've been able to identify opportunities that my customer's employees just don't see. It's a simple matter of having a different perspective. By definition you as a sales rep, are an outsider, and therefore can't help but think outside the proverbial box. Don't worry if this doesn't produce immediate results for you. Your reward will come in its own good time.
Threats are situations out in the marketplace that can cause real trouble for your customer. As with opportunities, you as an outsider are frequently able to discern a threat more quickly and easily. Again, your reward will probably come later, but it'll be worth the wait.

In all my years of selling I have never come across a simpler, more effective tool for creating and sustaining meaningful dialogue with my customers. Have you taken a SWOT at your best customer this week?

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“The future is here. It’s just not evenly distributed yet.” - By Todd Youngblood

About the Author: Todd Youngblood

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Todd Youngblood is passionate about sales productivity. His 30+ year career in Executive Management, Sales, Marketing and Consulting has focused on selling more, better, cheaper and faster. He began his career in 1976 as a Marketing Representative with the IBM Corporation and for fifteen years progressed through a wide variety of field and staff assignments. He then founded and operated an Information Technology Outsourcing firm providing Software Development and Maintenance Services. In 1994, he joined an electronic commerce firm serving the insurance and healthcare industries, as Vice President of Sales & Marketing. He established The YPS Group, Inc. in 1999 based on his years of experience in Sales Process Engineering ï¿½ that is, combining creativity and discipline in the design, implementation and use of work processes for highly effective sales teams. Todd has worked extensively with firms in the Distribution, Manufacturing, Insurance, Services, and Telecommunications industries. He is the author of two sales management books, The Dolphin And The Cow and Think About Itï¿½ He is married, has two daughters, enjoys cycling, is a second degree black belt in Choi Kwang Do and serves on the board of the Cobb Symphony Orchestra.
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