To succeed in sales, commercial leaders need to set clear objectives across all growth areas. The Ansoff Matrix helps focus on each quadrant: Existing Products/Existing Customers: Prioritize building referrals by turning loyal customers into brand ambassadors/coaches New Products/Existing Customers: Focus on cross-selling to expand product offerings using coaches in the account. Existing Products/New Customers: Target new markets using proven products. Leverage your brand ambassadors New Products/New Customers: Balance innovation with strategic risk. Referrals from existing customers are 5x more effective—ensure your sales team leverages this for growth.

To balance sales goals and customer relationships, set clear and realistic objectives for both areas. Regularly review customer interactions to identify upselling opportunities that also add value to them. Additionally, schedule dedicated time for both sales activities and relationship management to ensure neither is neglected.

This is the act of balancing your activities and focus. You got to balance between short term success (sales targets) and long term customer relationship (customer satisfaction). What is often forgotten or overlooked is that customer satisfaction is the soil on which future success grows. Ultimately it means finding the balance between Getting It Done (GID) and Doing It Right (DIR). - Getting It Done, could be seen as "closing the deal" or "getting them to sign on the line that is dotted". In other words focus on your sales goals and - Doing It Right, could be characterized as "pampering the customer" or "Nurturing the installed base". In other words focus on your customers success. Ideally both go hand in hand.

For you to be able to balance between meeting your sales targets and nurture your the client relationships, it is imperative to understands your customers readiness to buy. This should be your compass for driving the relevant conversations recognized as valuable by your customers. Understand those who are close to buy for contributing to your short term goals contributing to your target achievements.