the sales functions. The TGA planning and reporting platform and the various activities which are a part of it are intended to help the Sales Manager improve sales management skills.

From a management perspective, the goal of TGA is to improve the quality of the targeting, goal setting and action planning efforts of your salespeople. Its primary purpose is to provide focus, process and discipline that will enhance territory performance. This enhancement will lead to an increase in the sales, profitability and market share for each individual territory. The process itself becomes an effective sales management tool.

An initial TGA territory meeting between the Sales Manager and the Territory Manager is the most important step in the TGA process because this is where the company's expectations of sales performance are defined. This meeting creates territory dialog that is essential for effective sales management ,support and knowledge transfer. Each Territory Manager should prepare by organizing some key information for each of the TGA accounts selected.

The Steps of the TGA Platform

The major steps in the targeting, planning and goal setting process are depicted in a description that follows for each.

Step 1: Account Selection

The TGA platform is intended to increase the focus of your sales effort on the kinds of specific activities that will lead to growth in sales, margin and market share. Before these activities are precisely defined for the TGA platform, the Territory Manager must select his Target Growth Accounts and review them with the sales Manager. Target Growth Accounts should be selected on the basis of their potential dollar growth.

Careful selection of TGAs is obviously critical for the success of all subsequent efforts. Selection must be based on unfilled "real potential." Territory Managers should explain their rationale for their selection backed up by data justifying that selection.

Step 2: Customer Profile

When a customer makes his buying decision, he does so based on certain assumptions, perceptions and expectations. When the customer places an order, these assumptions and/or perceptions become reality in the customer's eyes. Your failure to understand these assumptions and perceptions often leads to costly misunderstandings, resulting in a disappointed customer. The key to avoiding these misunderstandings is to get the "book" on the customer. Only by understanding his needs, perceptions and expectations can you avoid misunderstandings.

Remember:

* The customers' perceived value of your company drives their expectations

* Your company's performance value drives your customers' satisfaction

Getting the "book" on the customer means defining the customer profile. It contains information about the internal workings of your customer, including everything from the company's history and ownership to its day-to-day ordering process. Territory Managers should complete a customer profile for each of the accounts that they have selected. E-mail Info@CEOstrategist.com This email address is being protected from spam bots, you need Javascript enabled to view it for a sample customer profiling form.

The customer profile is the core of the TGA platform. Each profile element becomes a building block in the program's foundation. Without good dialog with target accounts, securing the information necessary to formulate a meaningful action plan becomes very difficult. To ensure maximum benefit from the information collected, the questions asked and the answers given should be documented. This allows both the Territory Manager and the sales Manager to improve their knowledge of the account. Suggestions for getting the information needed include:

* Analyze internal historical data

* Do outside research on the customer's industry

* Ask the customer directly

* Develop a

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