The fastest way to fall behind in sales? Treat your territory like everyone deserves equal time. THEY DON'T and top reps know it. After managing large territories, multi-state dealer networks, and hundreds of accounts, here’s what I’ve learned: 1️⃣ Your time must match the opportunity — not the alphabetized account list I stay available and responsive to every customer but I don’t spend equal face time with every account. Why? Because in a large territory, the reps who try to be everywhere…end up being nowhere. High-return activities matter: ✔ Key customers with influence ✔ Major contractor accounts ✔ Dealer/distributor sales meetings ✔ Trade shows where buying decisions actually happen ✔ High-profile projects that shift market perception This is where momentum is created — not in random Tuesday drop-ins. 2️⃣ Map your territory like a strategist, not a tourist The top reps I’ve led (and the top rep I’ve been) always start with: ✔ High-potential accounts ✔ Competitor strongholds ✔ Emerging markets ✔ Municipal / government pockets ✔ Which customers other customers listen to You win faster when you know who the market’s “opinion leaders” are. 3️⃣ Let data guide your windshield time CRM isn’t busywork. It’s a compass. ✔ Buying patterns ✔ Past revenue ✔ Service history ✔ Engagement levels ✔ Lost quotes ✔ Market growth trends Data tells you where your next win is most likely to come from. Your gut alone won’t. 4️⃣ Underserved markets = unfair advantages Some of my biggest wins came from places competitors ignored. Every territory has pockets where: -No rep is calling -No one is showing up -Customers feel overlooked If you show up there consistently you win those markets FOR YEARS. 5️⃣ Discipline beats hope… every time Random outreach is not a plan. Territory management is a system.The reps who dominate a territory are the ones who: ✔ Build a plan ✔ Follow the plan ✔ Adjust the plan with data ✔ Protect their time like an asset ✔ Show up where it matters — not everywhere Territory planning isn’t paperwork. It’s how you take market share. It’s how you stay ahead of competitors. It’s how top reps win year after year. 💬 Question for the group: How often do you redo your territory plan — quarterly, monthly, or constantly?
Rediculous theory, if you are doing your job correctly, every customer is your best customer. That mindset didn’t fly in the 70’s and it still doesn’t fly in 2020’s
Say it louder & explain this to the managers that are calling for 12-20 “doorbells” ( my previous managements’ words) Door pulls are irrelevant if you don’t have time to spend with your top accounts!
Fair points: How much do corporate guidelines and mandates dictate your plan? Do you have autonomy in the field, or are you in a rigid environment/management?
If a CRM is used properly.... it's a valuable tool. If it's used as an employment justification tool.... it's a waste of the one resource you cannot get back...time. That's on the sales management.... not the sales reps.
Made a sales call in August, in Arizona when it was 118 degrees. The reaction was WOW NOBODY CALLS ON US IN THE HEAT! Well, I do, I did & it meant a lot to them as they were ignored by my competitors
One inspiring post and one of the most insightful I have ever read, I would love to connect one day for a chat! I so relate to the time in non serviced segments and working through a list, I don’t know how to communicate to an employer though that not every customer has to be constantly seen though, that would be a challenge
You’ve got to fish where the fish are
Anyone starting out in B2B reading this would significantly improve their numbers, booked appointments and skills on how to manage large complex territories with multiple stakeholders to manage and influence. Thanks for sharing Tom
Great message Tom!
To answer my own question: How often do you redo your territory plan — quarterly, monthly, or constantly? I look at my territory plan monthly to see if I am on track. I only adjust if I see trends that will not support full year goals.