Working major accounts is not just a matter of thinking of them like “big small accounts” and working harder. To succeed, you need to sell differently…you need to think, plan and act strategically.
Here are 10 strategic account planning best practices of top performers in selling to major accounts:
- Customer Knowledge: Know what you need to know when you need to know it. Keep up on your customer’s business and abreast of changes in the company and in the marketplace.
- Focus: Stay focused on a few key goals, identify action steps and execute.
- Relationships: Map the internal network. Know intimately who reports to whom, who wields the influence and how they view you and your offering vis-à-vis the competition.
- Preemptive Action: Be proactive in dealing with challenges from the competition and/or a slowdown in the buying decision process.
- Champions: Develop internal champions who can sing your praises when you are not on site.
- Teaming: Remember that selling to major accounts is a team sport and leverage your resources.
- The C-Suite: Hone your skills at selling at the executive level.
- Value-Add: Differentiate your offering by adding value…every time you interact with your customer.
- Greater Reason Why: Articulate the business case—what your solution will do for the customer in real business terms.
- What Matters Most to Your Customer: Never lose sight of your customer’s needs, problems, issues and concerns.
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