1/26/14 1 Big Game Hunting: the joys and risks of large account acquisition. Learning Outcomes • How to Prospect for Large Accounts • How to make yourself invaluable and create loyal clients • How to position your small company to service a gigantic one Why Go After Big Game?
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1/26/14
1
Big Game
Hunting: the joys
and risks
of large account
acquisition.
Learning Outcomes
• How to Prospect for Large Accounts
• How to make yourself invaluable and create loyal
clients
• How to position your small company to service a
gigantic one
Why Go After Big Game?
1/26/14
2
You can make a few big sales to a few big customers.
Big Accounts can be very rewarding…
• Large volume
• Profit
• Lots of attention from suppliers
• Attract top talent
Big Accounts Can Kill You!
• All your eggs in one basket. • Unreasonable demands. • Low to no profit.
1/26/14
3
Just like big game, big clients can be dangerous.
So why sell a few big customers? • focused in your advertising and marketing. • deeper and more meaningful relationships. • more professional culture within your organization.
How do you find, attract, keep and leverage Big Clients?
1/26/14
4
Commit to it!
You must make this a Vital Activity
• Take daily steps • Perform weekly activities • Persist
Prospecting
• Always and All Ways
• Follow your passion
• “Best Companies to Work For”
• Reading Labels
• Lifestyle Assessment
• What are you good at?
Create Your Target List
Daily – refine your list and
research one of the targets on
your list.
1/26/14
5
Weekly • Learn about
the industry about one of your targets.
•What are their trade shows?
• What are their trade pubs?
Monthly Make a
contact, soft or hard – mail,
direct mail, email, or
telephone.
Quarterly
Send a creative direct mail or
drop off promotional
product campaign.
Annually – clean
1/26/14
6
You must have the right tools, approach, and message.
Learn Who your
competition is and
what they are doing,
how long they’ve had the account, what departments they are working in.
LEARN
• Who you can develop who might be
able to champion you
inside
1/26/14
7
LEARN How they decide
to buy your product or
services
LEARN What are their pain points? Listen. Look. Find places where you can offer solutions.
1/26/14
8
Involve everyone in your organization
Nobody buys Promotional Products at a big company!
Buyers at big companies are
looking to impress their boss, to
outperform their coworkers, to be
creative, innovative and known for the
results they get. And it’s your job to make sure they do
just that!
1/26/14
9
Be relevant.
Be different.
Or be gone.
How will you stand out from the herd?
What is Your Purple Cow?
1/26/14
10
Hone Your Skills
Professional Development
Be able to demonstrate your competency and your understanding of