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Selling to Major Accounts

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Selling to Major Accounts

Tools, Techniques and Practical Solutions

AMACOM,

15 min. de leitura
9 Ideias Fundamentais
Áudio & Texto

Sobre o que é?

Every sales force needs hunters and farmers: The hunters bag the big accounts and the farmers make them grow.

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Editorial Rating

8

getAbstract Rating

  • Innovative
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Recommendation

Why waste your precious sales resources trying to lure potential prospects when you can use strategic account management to focus on the few customers that are responsible for the bulk of your revenue? In this guide to strategic account management, Terry R. Bacon provides a variety of useful tools that you can use to assess and analyze your key customers and competitors as well as your own company. As you read it, you will find yourself classifying your strategic customers and recognizing their importance to your company. Then you can prioritize the service and attention you give them. Using the strategies in this book can help your firm build a long-term competitive advantage. This book will be very relevant to account managers, sales managers and salespeople who want to pump-up revenues from their existing sales efforts.

Summary

To use strategic account management, focus your efforts on the few customers that provide the majority of your revenue.

Strategic account management calls for focusing your sales effort on the customers who make up the bulk of your sales. A strategic account management approach to selling is very different from other common methods. Strategic account management is not the same as retail selling (selling to wholesalers and distributors and promoting through packaging and advertising), mass marketing (selling directly to customers through mail order or other mass medium) and sealed bidding (opening vendor bids publicly with the lowest bidder winning).

For a company to use strategic account management, certain conditions must apply. First, the company should be selling its products or services directly to other companies or purchasing entities, such as government offices.

Qualified customers should have an ongoing need for the product or service. While price is always a consideration, the company needs buyers who are seeking added value and are willing to pay for it. You can provide this added value in the form of customized service, product modifications and specialized...

About the Author

Terry R. Bacon, Ph.D., is the president and CEO of Lore International Institute, a consulting firm that offers corporate training programs in sales and marketing, leadership and strategic account management. He has written more than 80 books and educational programs.

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    J. M. 1 decade ago
    Really helpful model for learning different approaches to different account types, and how to manage the time invested in each.