What is Customer Universe?

The term ‘Customer Universe’ is often used in discussions in the context of sales force management—but what exactly does it mean and why does it matter?

In the context of sales force optimization, Customer Universe is the total group of clients that you are currently targeting plus the clients you are not seeing. In short, it refers to every possible client.

For example, you are selling a product that is only intended for males between the ages of 25 and 54 in Brazil. Based on the most recent data from the CIA World Fact book, the total Customer Universe for your product in this country is 43,910,790. Even if you were only selling your product to 5 million Brazilian men, your Customer Universe would still be close to 44 million—marking a largely untapped market.

Why is this relevant? Well, knowing the total Customer Universe will help understand the entire market you are targeting. Also, knowing this statistic lets you analyze how many rep equivalents you need at any given point in time.

The figure becomes particularly important when your adding sales reps and understanding where additional effort maybe necessary.

If you are seeing all of your customers in the customer univesrse does that mean that you have tapped the entire market? This will be answered in the next post (_______).

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