Once you identify your top customers and prospects, you should develop tailored account management strategies based on their individual profile and requirements. This process enables you to deepen your customer understanding, which leads to enhanced loyalty and intimacy. It is also a proven technique to increase sales and profitability.
Account management templates will help you develop the appropriate strategies based on the type of needs and sophistication level of the targeted individual or company. For example, if you have a key customer who may have a need or interest in multiple products and services you offer but you currently have very little business with them, then developing a “growth” strategy for this relationship is most appropriate. The “growth” strategy should include:
- Anticipating Customer Needs – identifying specific products and services that you offer which you believe will benefit your customer
- Quantifying Value – developing a benefit statement that details how your products and services will benefit them
- Call for Action – creating a value proposition which persuades your customer that it is in their best interest to buy from you rather than from your competition, and to buy sooner than later
When you truly understand and anticipate your customer’s needs, they will WANT to hear about your products and services and the benefits they will realize by doing business with YOU. Creating key account strategies for your top customers and prospects will ensure you develop the best sales approach that will lead to the highest degree of success…for you and your customers.