If a company reacts to a substantial drop in revenue by trying to “sell its way out” of the pandemic economy, by selling on credit to anyone and everyone, they will encounter severe cash flow and bad debt problems within six months. This webinar will explore the question of selling to new customers.

Selling to new customers who are a Low or Medium credit risk is a no-brainer. Selling to High Risk new customers is a critical decision, that if mishandled can severely damage the company.Key issues in selling to High Risk customers are:

• How much can be sold on credit to this category of customers
• How to select which customers to sell to
• Existing/legacy
• Unsolicited new customers
• Targeted new customers

The focus on new high risk customers will treat the budgeted amount to be sold on credit as a form of “Venture Capital” Fund. The key measure of success of this fund is how many new customers will grow into the next generation of major accounts and how much revenue they will generate post Covid-19.

We will discuss these issues and provide concrete steps to optimize the benefits of soliciting and securing new customers during the pandemic economy.

For most companies, the Covid 19 Economy will cause revenue reductions and cash shortages far worse than prior recessions in this country. Two major changes affecting the management of credit risk for most companies will be:

• You will have more customers file bankruptcy
• You will be compelled to sell to uncreditworthy customers on credit, to achieve breakeven sales volumes

How will your company survive under these conditions

• An updated assessment of credit risk in your customer base
• Well executed credit controls and collection protocols

Part of the solution will be to sell to new customers.

• How much can be sold to High Risk customers and especially new customers
• How do we determine who are the “right” new customers to onboard

This webinar will review how to approach the challenges stated above.