An Effective Account Management /
Account Development Strategy:

The Costs
Of “Not” Meeting
Your Customer's Needs

Customer Retention Facts

For Every
Unhappy Customer That Complains
26 Remain Silent!

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 The Average
“Wronged” Customer
“Will Tell”
Between 8 and 16 People!

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It Costs 5.5 Times More
To “Attract” New Customers
Than It Does to “Retain”
Current Customers

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Fail
To Understand & Meet
The Needs Of The Average Customer
And 91% Will Never Do Business With You Again

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"Remedy”
Customer Complaints
&
81% Will Continue to Make Purchases

Don't Accept Excuses
For
Weak Customer Development
Performance

Excuses Are Made For One Reason....
To Justify Poor Performance!

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Uncover The Root Causes
Of Weak
Customer Development
Performance

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And Repair or Replace
As Necessary

Stop Assuming You Understand
Your Customer’s Challenges

Don’t Allow Your Organization To Assume
You Have A Clear Understanding
Of The Challenges & Difficulties
Facing Your Customers

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And How These Challenges
Could Change The Way
They Do Business

Ask More Questions
of
Your Customers

• What Are Their Key Business Goals?
• How Do They Perceive Your Company
  Can Help Achieve These Goals?
• What Are Their Biggest Challenges?
• What Could Your Company Do To Help Overcome These Challenges?

Research & Share
Key Industry Trends & Ideas

Insight & Guidance
Provided To Your Customers

---

Is What Puts Your Value
Above
Your Competitors!

It’s Common For Prospects
To Convert To Buyers

As A Result Of Receiving An Article
That Relates To The Prospect's Business

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And Has Nothing To Do With
The Provider's Solutions!

Increase Your Level
Of
Personal Customer Contact

Profitable Business Relationships
Are Built & Developed
by
Human Contact

So Call Your Customers And Ask

If They Are Happy
Doing Business With You

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What They Like Most
About Doing Business With You

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What They Would Like
To See You Do Better

Call Your Customers
With No Intention of Mentioning
Your
Products & Services

But Just To Share
Your Genuine Appreciation
For Their Business

Separate The Value
Of Your Organization's Offering
From Your Competitors

Find Ways To Do Things For Your Customers
That Your Competitors Are Unable To Do

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 Identify These Areas & Translate Them
Into A Competitive Value Matrix

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This Will Clearly Demonstrate
The Added Value Of Your Solutions

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And Allow Prospects To Make
A More Educated Decision

Continuous Profitable Customer Growth
Requires Constant Effort

Make Sure Your Company
Puts The Same Time, Effort & Resources
Into Developing Existing Customers

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As They Invest Into
Acquiring New Customers

Be Creative In Improving
Your Value Proposition

Research & Monitor
Your Competitor's Best Practices
&
Product / Service Offerings

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Integrate Competitive Ideas
That Will Increase
The Value Of Your offering
(e.g. landing pages)

Increase Your Customer Value
With Automated
“Industry Expertise”

Set-Up Automated RSS Feeds
That Constantly Monitor & Retrieve
Target Industry News Releases

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That Could Benefit
Your Customer’s Business ….

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Be The First
To Share This Information
With Your Target Customers
(e.g. website, newsletter, targeted calls)

Analyze Your
Top 100 Customer's
Buying History

1. What Products
Have They Purchased?

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2. What Complementary Products
Do You Offer?

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3. Have You Presented
The Complementary Products?

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4. Are They Purchasing
Services As Well?

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5. What Products
That They Have Purchased In The Past,
Are They No Longer Purchasing?

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6. Why?

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7. How Have Their
Buying Trends Changed?

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8. Are They Purchasing
In Greater Volume?

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9. Are They Purchasing
With More Frequency?

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Why …. Why …. Why

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10. Are Orders Being Shipped
To Multiple Facilities?

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11. Are There Target Locations
You Are Unaware Of?

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12. Are All Facilities
Ordering The Same SKUs?

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13. If Not, What's The Reason?

Involve Your Customer's
In Marketing & Development Projects

Take 50% Of The Time Your Marketing
and Development Teams Spend
Sharing Their Beliefs About What Customers
Like & Dislike About Your Solutions..

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And Have Them Contact
20 Of Your Top 100 Customers
And Ask
“Your Customers”

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• What Really Drives Them To Buy
• What New Products & Services Are
  They Looking To Buy This Year
• Ask For Their Input On Your Ideas
  For Developing New Products and Services
• Invite Them To Test Your New Product Releases To Discover Ways To Make Them Even Better.

Involving Customers
In Your Development Processes
Not Only Makes Customers
Feel Important

---

It Reinforces Their Buying Decision!

The Value Of Customer Involvement

When Researching Ways
To Add Or Improve
Product & Service Offerings

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Go Directly
To Your Customers
& Ask For Their Thoughts

The Million Dollar Question

If You Could Name
One New Product or Service

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We Could Offer You
That Could Help Your Business

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What Would It Be?

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 Then Reward Your
Salespeople & Customers

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For The New
Business Development Ideas
You Receive

Offer Salespeople Incentives
for
“Repeat Buyers”

The Companies Most Likely
To Buy From You

---

Are Customers That Have Bought
In The Past

---

So Run
"Repeat Buyer" Contests

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Provide Incentives For Salespeople
To Make Sales
To Active & Inactive Customers

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Add A Double Incentive
For The Sale
Of New Products and Services

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This Is A Well Proven Process
For Growing Sales, Increasing Profits
And Developing More Customers

---

Not a Bad ROI!

Offer Your Customer's
A "Test Drive"

Consider Allowing Customers
To Test A Newly Proposed
Product or Service
On A Trial Basis

---

Not Only Will Your Customers Provide
Great Ideas For Improving
New Products & Services

---

They’ll Take The Mystery
Out Of The Age Old Question

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“Why Aren't We Getting More Sales
From The New _________ Program”

Create Customer Loyalty Programs

Are Those Programs That Provide Customers
with Valuable Incentives

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Based On Their Buying Volume,
Frequency and Longevity

Popular Customer Incentives

• Additional Discounts
• New Services
• Improved Service Levels

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Customer Loyalty Programs
Create Powerful Forces
That Keep Customers
Buying!

Here's How To
Develop E-Newsletters

That Will Distinguish Your Value Offering
From That Of Your Competitors

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• Make Them Industry Specific
• Focus On What's New In Each Industry
• Include Competitive Customer Info
• Include What's New With You
• Include A Case Study
  Describing How You Have Already Helped
  Customers In The Same Industry Overcome
  The Challenge Highlighted In The Newsletter

The Benefits Of Industry Targeted
E-Newsletters Include:

• Being The Knowledge Source For Customers
• Increasing Customer Contact
• Improving Your Perceived Value
• Driving Prospects To Your Website
• Keeping Your Customers Coming Back

Developing A Profitable
Account Management /
Account Development Solutions

1. Educate Salespeople On The
Importance Of Learning More About
Their Prospects & Customers

2. Develops A User Friendly System
For Your Sales Representatives
To Capture Key Customer Information

 3. Provides Incentive For
Your Sales Representatives
To Capture Key Industry News Releases
That Continually Increase The Value Of
Your Customer Offerings

4. Develops A Performance Monitoring System
That Accurately Tracks Each Sales Representatives Account Management & Development Performance

 5. Implements Performance Development Meetings
In Which Each Sales Representative’s
Account Development Performance
Is Measured Against Their Assigned
Account Development Goals

6. Identifies Areas In Which
Each Outbound Sales Representative's
Customer Development Performance
Is Not Meeting Agreed Upon Account Management / Account Development Performance Goals

 7. Develops Action Plans
That Allow Each Sales Representative
To Improve Their Skills To Where They Meet & Exceed Each Of Their Account Management / Account Development Goals

8. Obtains Agreement
From Each Sales Representative
That Each Account Management /
Account Development Category
In Which They Are Under Performing
Is Important
&
One That They Agree
To Work With You
To Improve

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Results In Your Sales Organization’s
Ability To Achieve & Maintain
Increasingly Higher Levels
Of Profitable
Customer Growth Performance

One Of Our
Most Popular & Effective
Account Management Processes

Buying Trend Analysis

We Begin By Charting The Buying Trends
Of Your Top 100 Active Buying Accounts

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This Process Allows You To

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1. Identify Changes In Any Active Customer’s
Regular Buying Pattern

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2. Monitor The # Of Customers That Have
Increasing As Well As Decreasing Buying Activity

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3. Map Out Which Of Your Products & Services
Would Complement The Current Products & Services Being Purchased By Each Account

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4. Increase Your Sales, Profits & Customer
Growth Performance