Developing profitable customer accounts requires strategy and it doesn’t happen overnight. Ensure your sales activity is based on a solid Account Plan.
In Selling, there is a need to focus not just on “Selling More” but on selling “Profitably.” Depending on what you sell, this is likely not a point for Debate. Truly accomplished Sales people need to do more than be able to “Pitch Product.” They have to be able to take on a variety of activities that will help them be successful with a particular account- not just in the short run, but for the Long Haul. The real question for a sales people is not “Selling More” it’s making the moves to make the Sale:
- Profitable – Because otherwise your Company cannot afford to do business this way in a consistent fashion!
- Win-Win – Good For both Sides – because true Sales Professionals focus on True “Win-Win.” Otherwise, the sales cycle is typically not Repeatable!
What is often Lacking in this situation is something that sounds Simple, but, if done correctly, is not easy at all:
- A Repeatable Account Plan the covers a wide variety of areas of interest, and focuses on being good for all parties.
Account Planning is not easy if done correctly. The reason for this is there are many factors to take into consideration, and many Sales People do not have the Patience to truly “Plan.” Account Planning is a Learned process, and without good oversight, many sales people become shortsighted and just focus on “The Next Deal.” You can do this, but it is unlikely that this account will be Profitable for you!
Remember: What most Sales teams Need to improve on is Building the Plan! Creating a Profitable Account is based on having a “Real” Strategy and that requires a PLAN.