A. Customer Fit – The Fit Criteria helps salespeople ensure they’re spending resources with the right opportunities that are likely to turn into success. This is the compass that guides you each step of the way through the complexities and journey of selling and determines which sales opportunities deserve sales resources to move forward. Remember, you don’t check a compass one time when you’re hiking or lost in the woods. The fit criteria are elements within a sale that need to be identified and gut-checked as they’re more likely to influence the outcome of a salesperson being successful.
- Sales and marketing leaders rely too heavily on the ICP. “We checked that box, we’re good” as they forecast and monitor the health of the pipeline. Losing 4 out of 5 opportunities that move through the pipeline isn’t always due to a poor fit, but it’s the best place to start to eliminate one of those loses.
- Resources are put into opportunities that match the ICP but are a poor Customer Fit. What’s the cost of a lost sales opportunity? What’s the total cost of selling time, engineering resources, operations resources, cost per lead, and travel if necessary? Companies can’t afford to invest in poor fitting customers and prospects.
- Salespeople are blindsided by lost sales as a result of not having engaged and strategic conversations with prospects and customers.
- The marketing team is left confused when the closing ratio doesn’t match the quality of leads that are brought into the sales pipeline.