. Cheryl Crumb & Associates .

Strategic Account Management

Background Situation

A manufacturing rep firm wanted to ensure that they were effectively and efficiently approaching the right people at the right time with the right presentation. Although they were practicing a consultative selling approach, they were losing too many opportunities to competition, and they felt they needed to understand the causes and shift the balance of sales power. The program needed to address what salespeople can do outside the customer’s office to develop an ongoing process for analyzing sales opportunities, setting strong competitive strategies and managing and tracking sales objectives.

A Successful Strategy...

Relates product/service/business/strategic value to your customer’s current and future needs
Capitalizes on unusual circumstances in the account situation
Identifies the buying influences and how they make their buying decision
Anticipates and addresses the buying criteria
Differentiates you from actual or potential competition
Responds to buyers’ communication stylistic needs
Uses total organization support
Anticipates your customer objections or possible delays and prepares effective ways to respond
Anticipates competitive counter-strategies and responds accordingly

Learning Process

Participants brought current sales situations to this 3-day training program. Each individual created a Customer Opportunity Profile and developed and presented to colleagues a strategy to improve the likelihood of winning a selected piece of business.

Length

3 days




		Strategic Account Management Background Situation A manufacturing rep firm wanted to ensure that they were effectively and efficiently approaching the right people at the right time with the right presentation. Although they were practicing a consultative selling approach, they were losing too many opportunities to competition, and they felt they needed to understand the causes and shift the balance of sales power. The program needed to address what salespeople can do outside the customer’s office to develop an ongoing process for analyzing sales opportunities, setting strong competitive strategies and managing and tracking sales objectives. A Successful Strategy... Relates product/service/business/strategic value to your customer’s current and future needs Capitalizes on unusual circumstances in the account situation Identifies the buying influences and how they make their buying decision Anticipates and addresses the buying criteria Differentiates you from actual or potential competition Responds to buyers’ communication stylistic needs Uses total organization support Anticipates your customer objections or possible delays and prepares effective ways to respond Anticipates competitive counter-strategies and responds accordingly Learning Process Participants brought current sales situations to this 3-day training program. Each individual created a Customer Opportunity Profile and developed and presented to colleagues a strategy to improve the likelihood of winning a selected piece of business. Length 3 days