Strategy
has been defined as a high level plan designed to achieve an overall aim. A
rather simple statement, but good strategies can be very challenging to
articulate and execute. On the one hand they should be straightforwardly
expressed; but on the other hand they should be broad enough to cover a major
goal.
For
those of us responsible for strategic account planning, it is critical that we
work with our sales team to forge a strategy for success…one that we all agree
to, one that requires a stretch to attain, and one that has a practical path
for action.
Think
about a particular client account. Analyze what is standing in the way of
growing the business there. What are the critical few obstacles? Figure out how
to overcome those obstacles and delineate the action steps needed to move
forward.
If,
for example, you want to grow the
revenue from Company A (Strategy) but have lost your major contact there (Problem), you need to deepen and
widen relationships with key figures…in other words expand your influence (Approach). Design a plan for how and when you will reach out and develop new contacts
(Action Steps).
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