Any advice on strategic account planning is apt to be filled with platitudes that
sound good but don’t give very practical guidelines for action. A plan for
action is what you need. And yet for it to work, you have to get specific. Each
of your customers is unique; unless you tailor your offering and your strategy
to the special needs of each customer, your plan will not give you the
step-by-step road map that will be truly useful.
- Do your research. Get to know all you can about your customer…their industry, their company, and what they have at stake. Use the internet and establish a network of contacts to give you the information you need to get to the right person with the right message.
- Simplify goals. Figure out what you need to do and how to do it. Who do you need to talk to? How are you going to reach out to them? Where will you go next?
- Stay flexible. Be ready to adjust to market shifts and changes at the customer company. Update goals as needed.
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