Account planning isn’t just a task; it’s a strategy that can transform your business relationships. But how do you make sure you’re doing it right?
Here are some key points to keep in mind.
DON'T GUESS
First off, never guess. If you're unsure about some information, don’t make assumptions. Each question you have is a golden opportunity to research and reach out to your customer contacts or internal team members for greater clarity.
When you dive into account planning, you'll undoubtedly have a ton of questions about the account. That’s perfectly normal. In fact, I expect it. Have a list of running questions. Do you know me? Do you have it on a flipchart or a piece of paper? Honestly, it doesn’t matter as long as it's captured and followed up. Two weeks from now, when we meet, I want to see answers. If you’ve done that, I’m happy.
Every open question is a chance to get in touch with your customer or someone on your team who can provide the answers you need.
REFLECT
Account planning is all about creating opportunities to add value and meet customer needs. Regularly reflect on your results and how well you’re meeting your objectives for the relationship. If you’ve missed your goals, don’t beat yourself up. Instead, consider why you missed them and what you can do differently to achieve better results.
A STORY TO INSPIRE ACTION:
Let me tell you a story that drives this home. A few years back, I was working with a sales team that was struggling to hit their targets. They had a good product, but their approach to account planning was a mess. They guessed a lot, assumed they knew what the customers wanted, and rarely asked questions. Not surprisingly, their results were disappointing.
So, I challenged them to change their approach. I asked them to list all the questions they had about their accounts and reach out to their contacts for answers. They wrote these questions on a big whiteboard in their office – everything from "What are the customer’s biggest pain points?" to "How do they measure success?"
Over the next few weeks, they systematically worked through that list. They had conversations with their customers that they’d never had before. They reached out to colleagues who had insights they’d overlooked. And guess what? Not only did they gain a deeper understanding of their customers, but they also started hitting their targets consistently.
The moral of the story? Don’t guess. Ask questions. Reflect on your results. Use account planning as a tool to drive real, actionable insights that can transform your business relationships.
CONCLUSION
In conclusion, account planning done right is a game-changer. It’s about being thorough, asking the right questions, and continuously reflecting on your progress. Make it a priority, and you’ll see the difference it can make.
That’s the kind of approach that gets results. So, take a hard look at your account planning process. Are you guessing, or are you asking the right questions and seeking clarity? Reflect on your results and always look for ways to improve.
It’s time to step up your game and make account planning work for you.
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