What is…

Account Development Force Field Analysis

The systematic process, methodology and actions required to: Realize the full value of an account Help an account achieve its business

objectives by providing products and services that support its success.

A technique for: Identifying the pressures for and

against change (moving from the current state to a desired state)

Determining what actions will best support and encourage the change.

Account Objective: ________________________________________________________________________

Goals: __________________________________________________________________________________________

Driving Forces Restraining Forces

Weig

ht

Weig

ht

1

3

2

5

1

2

2

5

1

3

1

Establish an Account Objective

Analyze the situation by using the Force Field Analysis method

Using the results, create an Action Plan to achieve your Account Objective

Getting Started

Step 1

Account Objective: ________________________________________________________________________

Goals: __________________________________________________________________________________________

Driving Forces Restraining Forces

Weig

ht W

eig

ht

List the Account Objective and

your goals for the account.

List the factors that are moving you toward those goals (Driving Forces), and the things that are holding

you back from achieving your goals (Restraining Forces).

Driving Forces Restraining Forces

Weig

ht W

eig

ht

Step 2

Account Objective: ________________________________________________________________________

Goals: __________________________________________________________________________________________

Driving Forces Restraining Forces

Weig

ht W

eig

ht

1

3

2

5

1

2

2

5

1

3

1

Add the weighting… how powerful

is each driving or restraining force?

Use a 1-5 scale, with 5 being the

heaviest.

Step 3

Account Objective: ______________________________________________________________________

Goals: __________________________________________________________________________________________

Restraining Forces

Weig

ht

1

2

3

1

3

1

Driving Forces

Weig

ht

1

3

2

5

1

Brainstorm how to remove Restraining

Forces or reduce their weight.Step 4

Account Objective: ______________________________________________________________________

Goals: __________________________________________________________________________________________

Driving Forces

Weig

ht

1

5

2

5

4

5

5

5

Restraining Forces

Weig

ht

1

2

3

1

3

1

Brainstorm how to add Driving

Forces or increase their weight.Step 5

Step 6Using your current Account Development methodology: Document your Account

Objective, Goals, and any related relationship, contact, information-gathering, or other factors.

Document the actions required to add or increase Driving Forces and reduce or eliminate Restraining Forces into your Action Plan for achieving the Account Objective and Goals.

Best of success applying Force Field Analysis to your Account Development planning!

Mike Kunklemike_kunkle@mindspring.com