Webinar | Account Planning: Reject the 57%

Account Planning: Reject the 57%

© The TAS Group 2014

Matt Close EVP Sales

Maureen Blandford EVP Marketing

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The Customer Buying Process

Customer Diligence

Begins Customer Purchases

Source: CEB

of the purchase decision is complete before a customer even calls a supplier.

57% Customer Engages Supplier


Poll • What’s true for you? Our buyers are…

A)  15% B)  39% C)  57% D)  68% Through their buying process before they engage with us.


Have we let this happen to us?

Has the 57% research given salespeople a reason to throw up their hands? Are some salespeople willing to settle for what the buyer has defined as what they want to buy? There is a dirty four letter word that combats this…WORK.


“This whole 57% stuff comes from the conventional wisdom that says the ability of the customer to research products and buy them online makes salespeople less important. In fact, the opposite is the case. Customer’s now expect salespeople to have an expert’s view of the customer’s business, act as a manager of some crucial part of the customer’s business, and be effective at protecting the customer’s interests within the vendor organization…” Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49 Secrets and Shortcuts You Need to Know


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Buyer:Seller Role by Impact/Size

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Area of Value Creation


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Buyer Driven

Seller Driven

The seller’s job is not to Communicate Value … the internet does that Progressive sellers will

Create Value


3 Types of Need

Active Unknown Known


When to Sell


The Customer Buying Process

Customer Diligence


Source: CEB

of the purchase decision is complete before a customer even calls a supplier.



When to Add Value


Account Planning in Salesforce

The Account Planning Reference Guide For Companies Who Use

salesforce.com “Account Planning Is The New

Marketing.” Donal Daly, CEO, The TAS Group


Awareness Interest Preference Action

The Sales & Marketing Continuum ac

tivity

time

Marketing

Sales


Awareness Interest Preference Action

The Sales & Marketing Continuum ac

tivity

time

Marketing

Sales

Customer Diligence



Source: CEB


3 Things to Consider

Research for Insight

Integrate for Velocity

Focus for Impact


Research for Insight What do you need to research / record?

Plan Goal, Overview, History, Resources, CSFs …

Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …

Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …

Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision …

maximize revenue from key accounts 53% gain access to key players 54% uncover customer business problems 61%

+ 41%

+ 30%

+ 28%

Some facts about Account Planning ...

Sales Reps who say they can … Increase quota attainment by …

Source: Dealmaker Index Global Sales Benchmark Study

Research for Insight

Impact on a Customer

(Business Problems, Business People)

54% 61%


About Trust

Nothing Else Matters


Trust Determines Your Role in the Process

Measure Results

Implement

Negotiate and Sign Contracts

Prove the Concept

Evaluate Products

Initiate a Project

Establish Initiatives

Assess the Drivers

Trusted Advisor

Problem Solver

Credible Source

Vendor


12 Elements of Great Account Planning

Action Oriented Regular Cadence Social and Collaborative

Measurable

Customer Focused Integrated Research Based Targeted

Aligned to Business Strategy

Map People and Influence

Trust White Space

Methodology + Smart Apps = Success

Built and Delivered on the Salesforce Platform

Account Planning: Reject the 57%

Webinar | Account Planning: Reject the 57%

Sales

Transcript of Webinar | Account Planning: Reject the 57%