So we all agree that these are challenging times for everyone, strategic sales professionals as well as their customers and prospects. So what? I believe the “what” is a focus and dedication to sales and account management execution.
First, it is crucial to play defense with your key customers. As we all know, the best defense can be a good offense. Many of your best customers will be approached by competitors with low price offers to switch. Here’s a plan to ensure your customers rebuff such overtures.
Gather your account team (Sales Manager, Support, Inside Sales, sponsoring executive etc.) and build out a 2009 Account Plan. This plan should include monthly activities and initiatives at a minimum. The theme behind these activities is proactive communications and value add, and serve to keep you as close as possible to your customer. These activities could be additional training for key users or groups, “lunch & learn” presentations, executive briefings and the like. Your planned activities should be enhanced with regularly scheduled update calls to key sponsors and executives from the appropriate corresponding executives on your team. For example, the sales executive calls the key users and influencers bi-weekly. The sales manager joins that call monthly. Your VP Sales should call the executive sponsor bi-monthly. This level of communication in concert with value-added activities will prevent or mitigate any unpleasant surprises.
Once you have built a draft plan for the year, share the process with your customer! Engage them in the mission to add value to the relationship. I recommend including tasks or initiatives for them to execute which will drive momentum and good will. Ask them to introduce your team to new groups or other divisions or subsidiaries. Ask them to participate in product planning sessions with your engineering team. Ask them to speak at a sales meeting or a management team meeting. Build in a process for creation and delivery of a published customer profile/success story. The successful engagement of your customer in the 2009 Account Plan will significantly enhance your ability to maintain and grow the relationship.
The final step is to create and share the Account Plan working document with your customer. This is best done in a face-to-face working session if possible. Include as much detail and timeline information as you can. I recommend incorporating the Account Plan into your CRM to ensure visibility for all internal team members. Make sure the activities are in everyone on your team’s calenders. Now, you are ready for the successful execution of your Account Plan.
Good luck!
