A key question that sales leaders and their teams often overlook to ask is ‘What makes their customers attractive?’. On the surface this may sound like an obvious question & I often hear sales leaders saying things like ‘we have a great relationship’ or ‘this customer is always happy to attend events’. We need to go deeper. We need to plan upfront and really consider what characteristics of a customer would we consider to be attractive and then measure them. That’s what I cover in today’s episode.