5235 - AMA : Selling To Major Accounts – A Strategic Approach

Thinking Strategically

• Address the Challenges Associated with Selling
• Differentiate Between Strategy and Tactics
• Apply the Concept of RTEM to Your Efforts
• Know the Four Elements of Your Selling Strategy—What, Who, Why, and How

The Major Account

• Define What Constitutes a Major Account
• Differentiate Major Accounts from Other Types of Customers
• Understand Your Role as a Major Account Manager
• Develop a Strategic Approach to Managing Your Major Accounts

What Have You Got to Sell?

• Sell the Strengths of Your Offerings
• Define Your Ideal Customer and Find Prospects That Match the Profile
• Define the Ideal Project and Invest Resources to Secure It

The Selling Process

• Manage the Sales Process More Effectively
• Create Process Milestones Based on the Five Key Prospect Actions
• Define Results Indicators to Improve the Sales Process

Identifying High RTEM Opportunities

• Improve Your Ability to Qualify Opportunities
• Choose Opportunities with the Best Prognosis and Invest in Them
• Identify “Non-Starters” and Avoid Them

Managing Relationships

• Manage Internal Relationships
• Manage Customer Relationships
• Distinguish Between Business Development and Account Maintenance

Managing Your Pipeline

• Understand Mathematical Assumptions About Your Pipeline
• Spread Your Risk By Managing the Pipeline
• Manage the Non-Sales Demands on Your Time
• Use Leverage to Produce Referrals
• Emphasize Results Over Activity

Tracking Performance for Continuous Improvement

• Use the Plan-Do-Check-Act Cycle to Improve Continuously
• Develop Meaningful Performance Targets
• Manage Account Performance Strategically
• Create and Maintain Action Plans That Keep You Focused

Committing to Action

• Know What Elements of This Program Work Best for You
• Plan a Course of Action to Adopt the Learning
• Develop Habits to Lock in New Skills