A Customer-centric Approach to Sales and Marketing

The seeds of the approach are already present in most chemical companies, especially in view of the close customer relationships the industry has relied on in the past. However, to make them grow most companies will have to change three elements in their approach and insure that concrete plans and resources are put in place for their implementation  

Customer portfolio strategy. This has to be focused on the externally and internally most attractive customers. Selecting a customer portfolio which is in tune with the compan/s own internal strengths reduces complexity and increases overall profitability. 

Understanding customer profitability (pocket margin) and pricing opportunities 

Sensitivity to 4% voiume shift from iess attractive ioser customers to star customers percentage point improvement of 1.2 in ROS and 0.8 in growth 

But in rejigging their portfolios, companies also have to examine their customers attractiveness to themselves - the highest growth rate in the world wiU not make a customer a good prospect if he squeezes prices beyond reasonable Hmits or places irregular orders. 

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