“Thanks to the CVA process, we were able to develop performance improvement strategies for all our key accounts using the information the customers gave us . . . and that was a true competitive advantage. Even better yet, conducting the survey two years in a row allowed us to measure our progress.”
— Utility Sales Director (Major Accounts)
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The Customer Value Analysis
Improving your sales organization’s relationship with its key or targeted accounts can earn your business millions of dollars; however, identifying where your sales organization’s performance gaps are most affecting major customer relationships and sales is not easy . . . . unless you ask the customer directly!
- How valuable would it be to know
which customers are “endangered” and most
easily taken from you?
- Would you like to know exactly what your best customers would like your sales team (or company) to do differently?
The Customer Value Analysis (CVA) is a unique tool for gathering information on the gaps between how your customer wants your team to perform and how the team is currently performing. Developed through extensive research, the CVA measures sales force performance in five key areas:
1. Professionalism and Long-term Relationship Building
2. Effective Communication
3. Customer Focus
4. Product and Industry Knowledge
5. Consulting Services
Using three additional open-ended questions, the CVA will even provide you critical information regarding your competitor’s offerings/performance. All data can be summarized by account executive, sales team, region, and by market segment.
