DARST & ASSOCIATES

Sales Guidance - Acceleration - Education

info@darstinc.com


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Critical Customer Quiz

...because performance is reality...since 1985


First developed in 1987 by a panel of C-level executives, we estimate our Critical Customer Quiz™ has been used over 5 MILLION times by salespeople from around the world.  The Critical Customer Quiz is designed to test your knowledge of a customer's business environment.  Because knowing your customer's business is as important as knowing your business.

INDIVIDUAL FORMAT: Take the Quiz to check your knowledge of a critical customer. If you’re not satisfied with your results, work on developing a better understanding of your customer’s business environment. We suggest you show your answers to your customer, it’s a great way to get the correct answers — and a great way to open your next sales call.

TEAM FORMAT: At your next account team meeting, have all team members take the Quiz. Compare your answers. If you find the scores low, your account team should work on learning about the customer’s business issues. If the scores are inconsistent with one another, then your account team needs to work on improving its communications. Again, we suggest you show your answers to your customer.


2013 Critical Customer Quiz

Answer the following questions concerning a critical customer. Each answer has a point value of 5. Round off financial answers to the nearest million for critical customers with sales less than $500 million. Round off financial answers to the nearest 10 million for critical customers with sales of $500 million or greater.

  1. Sales/Turnover or Revenue for their last fiscal year:
  2. Cost of Goods Sold or Cost of Services Sold:
  3. Gross Profit:
  4. Operating Expenses:
  5. Net Income:
  6. Name this Critical Customer’s #1 customer:
  7. Name this Critical Customer’s #2 customer:
  8. Name this Critical Customer’s #3 customer:
  9. Name this Critical Customer’s #1 competitor:
  10. Name this Critical Customer’s #2 competitor:
  11. Name this Critical Customer’s #1 selling product/service:
  12. Name this Critical Customer’s #2 selling product/service:
  13. Name this Critical Customer’s #3 selling product/service:
  14. Name this Critical Customer’s #1 supplier:
  15. Name this Critical Customer’s #2 supplier:
  16. Name this Critical Customer’s #1 owner/stockholder:
  17. Name this Critical Customer’s #2 owner/stockholder:
  18. Name the President/CEO/Managing Director of this Critical Customer:
  19. Name the CFO/Finance Director of this Critical Customer:
  20. Name this Critical Customer’s #1 business challenge:


Total number of correct answers : ________ X 5 points  = _______ Your Critical Customer Quiz™ Score

0 to 35 points  = You are customer clueless, seek help immediately.

40 to 75 points = You are barely customer aware, improvement needed soon.

80 to 100 points = You are customer competent now, but constant customer research is suggested.

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