Quem manda no calendário?

Um excelente texto, "Where is Your Strategic, Finite Target Account List?", bem na linha do que pregamos aqui e nas empresas, nem sempre com o sucesso pretendido em termos de conversão, os clientes não são todos iguais:

"Selecting Targets is first for a reason. It’s one of the very few chances we (in sales) have to be strategic. If we’re really honest, most of what we in sales do is about execution, not strategy. Those who excel at picking up new business typically do so because they become masters at executing the sales attack, not because they’re great sales theoreticians! The time we really get to engage our brains and to put serious thought into our strategy is when we are deciding whose business we want – which target customers and prospects to pursue for new business.
...
our target list should be driving what goes into our calendars and where we are intentionally investing our precious selling time. It makes sense: Your list should dictate where you spend your time. Unfortunately, however, way too high a percentage of salespeople spend (waste) the majority of their time living in reactive mode, hoping (an awful sales word)  for a lead, or that a customer will raise its hand looking for help.  And you know that as long as you are content living in reactive mode and earning a living by chasing opportunities under your nose, you really don’t need a target account list. But, and this is a BIG BUT, the moment that you decide to become proactive, strategic, and intentional about whose business you want and are committed to pursuing, the very first thing you require is a list.
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I want you to have a strategic, finite, written (or printed) list of the accounts you are committed to pursuing – those from which you are willing to be held accountable for securing discovery meetings and creating new sales opportunities. That’s your Target List!"

Quem são os clientes-alvo da sua empresa? Não acredita no tecto de vidro? Por mim acredito que a razão mais profunda para a nossa produtividade nacional agregada ser tão baixa está nesta incapacidade de decidir ser pobre e saudável ou rico e doentio. Temos pavor a fazer escolhas sérias, aquelas que cortam fontes de rendimento potenciais.

Devo salientar que esta Target List do autor tem uma conotação diferente da que eu costumo dar: aqui o autor fala de uma lista nominal com nomes concretos e não numa tipologia de clientes.