A challenging and complex process, strategic account planning requires thoughtful analysis, open minds and creative thinking. Done right, it can make the difference between sales success and failure. Yet far too many sales folks do not spend adequate time and energy on the planning end of a customer interaction. They are too eager to begin the dialogue. Our advice? Slow down and do not fall into the following traps:
- Oversimplification
Solving a customer’s problem completely will not be easy. Spend the time to consider various alternative solutions. The first that comes to mind will rarely be the one you choose as the best in the end.
- Underestimating execution
Any change is difficult. Do not underestimate what it will take to implement your solution or you may win the initial sale but lose the long-term relationship.
- Over involvement of others
Too many cooks spoil the broth. Yes, in a complex sale you will need input from a variety of experts. But leave most of them out of the final decision-making. You are the lead salesperson and have the best overall perspective on what the customer needs and wants.
- Under qualification
It hurts to walk away from a sale that you thought would make your year. But if you did not thoroughly qualify the opportunity at the beginning, you will continue to waste your time chasing after a lost cause.
No comments:
Post a Comment