Conditional Format using WHEN in Matrix

When using Tables and Matrix, you should be able to Conditionally format specific cells (individually) or based on Rows.

For example, if I have a matrix that starts with the 1st row of "Salesperson" and then breaks it down by "Item sold", Each Item Sold should be able to have a different Conditonal Formatting rule based on the column (lets call it "Volume of Sales").

ex.

Lisa sold 6 Cars, 100 Tires, and 1,000 Misc. Parts

Matt sold 2 Cars, 10 Tires, and 10,000 Misc. Parts

Lisa's Cars and Tires should be able to light up green (large volume for each), while her Misc. Parts light up red (low volume for misc. parts)

Matt's Cars and Tires should be able to light up red (low volume for each), while his Misc. Parts light up green (high volume for misc. parts).