the value of strategic account relationships featuring analyst forrester (part2)
DESCRIPTION
Executives spend more time with their top tier vendors. So what exactly is needed to become a top tier vendor and trusted advisor? In this webinar Forrester analyst Mark Lindwall explores this topic and dives into what is needed for sales reps to succeed at strategic account planning. Discover how to increase your sales by helping your executive buyers succeed.TRANSCRIPT
Making Leaders Successful Every Day
What It Takes To Develop Strategic Account RelationshipsMark Lindwall, Senior AnalystApril 10, 2014
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What it takes to be a Strategic Provider
›Make Strategic Account designations in mutual agreement with customers
›Focus salespeople on helping executive wallet-owners succeed
›Help salespeople understand Agreement Networks and funding sources
›Provide them with what they need
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Executives want strategic accounts
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Strategic Providers Get More Spending
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Strategic suppliers gain advantages
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Frequent executive access leads to wins
Becoming a strategic provider isn’t easy
Executive buyers
We will decide what is valuable, thank you
very much.
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Few Vendors Are Categorized As Strategic Partners
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Salespeople Believe Most Customers Consider Them To Be Top Tier
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Strategic Accounts Underperform
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What it takes to be a Strategic Provider
›Make Strategic Account designations in mutual agreement with customers
›Focus salespeople on helping executive wallet-owners succeed
›Help salespeople understand Agreement Networks and funding sources
›Provide them with what they need
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What executive buyers find valuable
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Most Salespeople Are Not Focused On Helping Executive Buyers Succeed
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When executives get product pitched
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Your Seller
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Typical view of strategic account buyers
Manager
Vice-President
CIO
Your Seller
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Manager
Vice-President
CIO
Real?Your Seller
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Agreement networks decide and fund
A tale of multiple sales…
Your Seller
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Agreement networks decide and fund
A tale of multiple sales…
Your Seller
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Agreement networks decide and fund
A tale of multiple sales…
Your Seller
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From tactical Strategic Account selling
Manager
Vice-President
CIO
Your Seller
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To Strategic Account planning
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To account team plan execution
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Four Sales Objectives
Gain access
Have successful meeting(s)
Create a shared vision of success.
Develop a business case
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+Messages Messenger Audience
Gaining access
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+Messages Messenger Audience
Have successful meeting(s)
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+Messages Messenger Audience
Create a shared vision of success
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+Messages Messenger Audience
Develop a business case
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Next Steps in Strategic Account Selling
›Designate Strategic Accounts only when customers mutually agree and commit
›Align sellers, messaging, and tools to solving buyers’ problems
›Help reps understand and navigate agreement networks and new funding dynamics
›Create account plans with customers
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Visually Map your Key Relationships
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Identify Areas of Relationship Weakness
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Segment based on Relationship AND Revenue
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S.M.A.R.T. Relationship Plans