Oops! Too eager to get going, this do-it-yourselfer got stuck in the corner with no clear exit because he launched into action before putting together a smart plan. As a salesperson, don’t let this happen to you. Any deal worth winning is worth planning for.
And for those bigger deals, you need in-depth strategic account planning. It should consist of four stages:
- Evaluate the Opportunity Learn as much as you can about your customer’s business and your customer’s customers - everything from their marketplace and org charts to assessing their strategic priorities, how they go to market and how they view their (and your) competition. Then document what you have learned (or create it together) so you can share it with your sales team and be on the same page about what makes the client tick,
- Define the ObjectiveFigure out exactly how you will help the client to succeed and how that aligns with your sales strategy, the solutions that you offer and your sales team. What will your solution(s) be, how much will it cost and when will you close the deal. Only once this has been determined to the best of your knowledge, can you begin to put together an effective strategy for the sale.
- The Overall PlanNow you are ready to determine, exactly, why the customer should buy from you. This is where you take into account all the unique conditions at play for this opportunity at this time. Know who needs your solution, how business results will be improved, and what the impact will be for customer stakeholders. Include an assessment of critical success factors, risks, and all decision makers and influencers.
- Plan Step-by-Step ImplementationNext spell out the action steps required with specifics on who will be responsible and when. Include the people, meetings, events, calls, presentations, proposals, and contracts…all the details that need to be in place for your sales plan to succeed.
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