I have seen 1000’s of Account Plans. Some have been very good & some have been very bad.
I have seen Account Plans look like works of Shakespeare or written on the back of an envelope.
I believe Sales Professionals & Sales Managers can easily miss the purpose of an Account Plan.
Over investing or under investing in this activity is a risk so here’s the “must haves” I expect to be in an Account Plan:
🎯 Account Background:
•Describe your customer’s business
•History of your relationship & the overall business potential
🎯 Customer Needs/ Value Drivers:
•What does success look like for the customer?
•What are the customer’s main needs and priorities?
🎯 Account Strategy, Objectives & Targets:
•What are your goals with this customer – short & long term?
•How does your company support the customer’s business vision and strategy?
•What business targets do you want to achieve with this customer?
•What’s your positioning in relation to external factors and competitors?
🎯 Contact Strategy:
•Are the correct people identified in the customers business – decision makers & influencers?
•Who in your business could contribute & add value?
🎯 Tactical Action Plan:
•Is there a plan to achieve your goals with the customer?
•Are there actions over this next period that help you deliver the plan?
•How do these activities link to the customer’s needs?
🎯 Live Opportunities in the Pipeline:
•Do activities in the plan translate into opportunities in your sales pipeline?
If you ensure these 6 “must haves” are always in you Account Plans you will consistently add value to your clients & your business.
To see more of what good looks like with Account Plans you can download my check list by clicking here & check out the Standard Sales Execution Tool Kit.
If you enjoyed this article please click LIKE and click SHARE to share it with your network. Please also take time to read some of my other recent posts.