Sell More To Your "Better" Customers!

On a training session last week, a Salesperson was bemoaning to me how they hated dealing with a particular organisation. Not only that, but how he seemed to burn a lot of time on what were frankly “suspects” rather than “prospects”.

I asked him to take a sheet of paper and divide it into two sections. On one side we would write down his best clients and their characteristics and on the other side the worst. Very quickly we were able to see the difference between the two and identify why he should be spending more time looking for “good customers”. I thought it would be worth sharing the characteristics of Good v Bad.


  • Trusts your company
  • has innovative, progressive management
  • committed to quality control
  • willing to pay for value added aspects of the product
  • demonstrates ethics and integrity as the “norm”
  • wants a win/win relationship on every sale


  • Inflexible on price
  • worryingly slow in making decisions
  • no loyalty to salesperson or his company
  • secretive and unwilling to co operate
  • is only interested in their own “win” scenario
  • authoritarian management culture

It’s an interesting exercise to carry out. Grab a sheet of paper and make a note of the key characteristics of your best and worst customers. Should you really be spending precious time and effort on those that come into the latter category?

Don’t stop there however. Think about your potential clients. Now do a profiling exercise on them. Based on your current understanding of that company, make a list of their key attributes good and bad.

Is that really a company that you want to be doing business with?

slide8 1


Mervyn continues to be great support to both myself and the business in achieving our growth ambitions. We have benefited hugely from his forward thinking, guidance and energy and look forward to continuing this in the future. I would have no hesitation in recommending Mervyn and Cameron Carnegie if you have plans to scale your business.

Ian Joy , Managing Director ERG Scotland Ltd

Once we decided to source training for our Business Development and Account Management teams, we turned to Cameron Carnegie for assistance. I was initially a little apprehensive about the training taking place digitally, but Merv delivered an excellent, engaging training course really ensuring that he took time to involve each member of our team, providing them with simple tools to use going forward. I was genuinely blown-away by the improvement across all of the team and I wouldn’t hesitate to recommend Cameron Carnegie if you are looking to improve the performance of your Sales Team.

Matt Nicoll , UK Commercial Manager Swire Energy Services

"We engaged Cameron Carnegie to undertake some bespoke training to upskill the team in the areas of Sales & Account Management. The solution was tailor-made to suit our business and we are all delighted with the results which have been easy to quantify and measure. We would definitely engage Cameron Carnegie on similar assignments and would have no hesitation on recommending them."

Scott McIlwraith , General Manager - Renewable Energy Kuiper

Get in Touch

Please input your first name
Please input your last name
Please input your email address
Please input your phone number
Please leave us a message

* Required fields

By clicking "Send", you consent to allow Cameron Carnegie to store and process the personal information submitted above to provide you with the information requested.