Time is the one thing every salesperson wishes they had more of. With constant targets to hit, customers to meet, and admin piling up, it’s easy to get lost in the noise. The real art lies in prioritising: knowing which clients deserve more attention, how to nurture different types of accounts, and how to work more effectively with distributors who can make or break your growth. Let’s unpack how sales teams can spend their time where it truly matters without burning bridges or missing opportunities.
1. Segmenting Your Customers the Smart Way
Not all customers are created equal, and that’s perfectly fine. The trick is to recognise where each sits in terms of potential and profitability. Start by dividing your customer base into three simple categories: high-growth, steady, and low-value accounts.
High-growth clients are your future. They might not be your biggest spenders today, but they show clear potential. Steady clients are your reliable bread and butter, consistent and predictable. Low-value accounts may not generate much revenue now, but they can serve as brand advocates or offer insights into niche markets.
Once you’ve mapped this out, decide how your time is split. That might mean dedicating more face-to-face time to high-growth customers while maintaining contact with smaller ones through newsletters, webinars, or check-in calls. The goal isn’t to neglect anyone but to make sure every interaction has purpose.
2. Focusing on Quality, Not Quantity
It’s tempting to try and visit everyone, everywhere. But a diary full of meetings doesn’t always equal sales success. Focus instead on quality conversations — ones that move the needle. That means going into each interaction with a clear plan: what value can you add today? What’s the next logical step for this customer?
Using data helps too. Customer relationship management (CRM) tools can flag buying patterns or churn risks, allowing you to time your approach perfectly. If a key account’s ordering habits start to shift, don’t wait until the next quarter’s review. Step in early, ask questions, and show you’re paying attention.
3. Rethinking How You Work with Distributors
Distributors can be both a blessing and a source of frustration. Many manufacturers grumble that their distributors have no loyalty; that they’ll sell whatever pays best. But here’s the uncomfortable truth: that behaviour often stems from how they’re treated.
If a distributor feels like a middleman rather than a valued partner, they’ll act like one. Instead, treat them as an extension of your sales team. Share product knowledge openly, provide regular training, and involve them in promotions. When they understand your brand story and see the benefits of championing your products, loyalty starts to grow naturally.
4. Building True Partnerships, Not Transactions
A strong distributor relationship goes beyond price and margin. Think of it as a two-way street. Offer support that helps them succeed — co-marketing funds, joint business plans, and incentives that reward genuine brand commitment rather than just sales volume.
And remember, communication matters. Keep them updated, invite feedback, and recognise their wins publicly. It’s remarkable how a simple thank-you call or small recognition gesture can shift perception. If you position your company as the one that makes their job easier and more profitable, you’ll quickly stand out from competitors who only call when something’s gone wrong.
5. Making Time Work for You
The best salespeople don’t necessarily work harder, they work smarter. Regularly review where your time goes and which activities genuinely drive results. If a large chunk of your week is spent chasing low-return deals or firefighting distributor issues, it might be time to re-balance.
Set boundaries around admin work, automate wherever possible, and schedule blocks for strategic thinking. Sales isn’t just about the next deal; it’s about building a sustainable pipeline. Protecting time for that bigger-picture planning will pay off far more than another last-minute call squeezed in at 6 p.m.
Bringing It All Together
At its heart, effective selling is about relationships — with your customers, your prospects, and your distributors. Prioritising time doesn’t mean ignoring anyone; it means understanding where your effort has the greatest impact. By segmenting intelligently, focusing on high-value interactions, and treating distributors like true partners rather than necessary evils, you build a more loyal, motivated network that wants you to succeed as much as they do.
Sales success, after all, isn’t about doing more. It’s about doing what matters most, and doing it well.
