I’m thrilled and honoured to present our latest feature in the Women In Sales Awards 2016 magazine: Salespeople – Are You Wasting Your Time Acquiring Customers?

It’s the classic sales dilemma: How much time should you spend acquiring new customers vs. retaining existing customers?

A new study by Professor Carter and colleagues found some surprising results: On average, salespeople in their sample spent 9% too much time acquiring new customers, which represents a loss of nearly 11% in annual sales per salesperson.

The results found that on average, salespeople spent 54% of their time on customer acquisition activities. In this sample, 67% of the salespeople are misallocating their time and hurting their sales, with 49% over-allocating their time and 18% under-allocating their time to customer acquisition.

Are you looking for a sales role? Browse open sales roles on Ideal.com.

Here’s what the research tells us how to optimize your time spent acquiring vs. retaining customers.

Acquiring customers - Ideal and Women in Sales AwardsSalespeople spending too much time prospectingProspecting for customers

Managing Director, Afi Ofori, has compiled an amazing issue featuring some of North America’s best female salespeople as well as thought leadership articles from Lori Richardon, Geoffrey Moore, and many more.

You can read the entire magazine here:


 Let the jobs come to you. Browse open sales roles on Ideal.com. Find your match and make more money.

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Ji-A Min

Ji-A Min

Head Data Scientist at Ideal
Ji-A Min is the Head Data Scientist at Ideal. With a Master’s in Industrial-Organizational Psychology, Ji-A promotes best practices and data-based HR. She writes about trends and research in talent acquisition, people analytics, and workplace diversity.
Ji-A Min