the extended time frame (six months to one year). Sales and Timing Just as the customer service organization needs to deal with the past, present, and future issues regarding a customer, but viewed from within the tightly focused window of the immediacy of a customer call, SO too must sales use a special kind of timing filter. The special challenge for the sales organization is that, in most cases, it will have little or no history of the new customer. Their appraisal of the customer must be based on a best estimate of the customer's current and future values. Using Segmentation to Aid Sales Activity Although salespeople will, in most cases, be unable to get a good profile of the new customer's past telephone behavior, they can focus on the right kinds of people to attract through segmentation analysis. eXcellence in Telecommunications The Telco Churn Handbook When the organization identifies the primary customer base segments that it wants to concentrate on and declares its desire to increase the subscribership numbers for customers of that sort, it makes an informed decision about the most likely future value of those customers. Instead of asking the sales and promotion organization to bring in any customer they can find, management needs to set discrete sales targets for certain kinds of customers. For example, instead of setting a sales goal of one million new subscribers in the next twelve months, management could set goals such as the following. Acquire 200,000 new teenage subscribers at minimum av- erage revenue per user (ARPU) of $20 per month and an average billing rate (ABR) of 12 cents per minute. Reacquire 150,000 customers at an ABR of 7 cents per minute who left the company within the last year and who had an ARPU of $50 per month before they left. By setting these kinds of targets, management injects present- and future-based criteria into sales targets. Measuring the Sales Organization Just as modification of the time frames changes how we measure customer service activity, SO too does it change m