Making Leaders Successful Every Day
May 08, 2015
Making Leaders Successful Every Day
What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014
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Agenda
› Are Strategic Account Programs really a good investment? › What it takes to create a positive
yield from a Strategic Account program
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Executives want strategic accounts
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Strategic Providers Get More Spending
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Strategic suppliers gain advantages
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Frequent executive access leads to wins
Becoming a strategic provider isn’t easy
Executive buyers
We will decide what is valuable, thank you
very much.
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Percentage Of Companies That Segment Vendors Into Tiers
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Few Vendors Are Categorized As Strategic Partners
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Salespeople Believe Most Customers Consider Them To Be Top Tier
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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What it takes to be a Strategic Provider
› Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping
executive wallet-owners succeed › Help salespeople understand
Agreement Networks and funding sources › Provide them with what they need
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What executive buyers find valuable
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Most Salespeople Are Not Focused On Helping Executive Buyers Succeed
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When executives get product pitched
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Helping executive buyers succeed
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A view of a “buyer”
Your Seller
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A (slightly more complex) view of buyer(s)
Manager
Vice-President
CIO
Your Seller
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Manager
Vice-President
CIO
Real? Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Four Sales Objectives
Gain access
Have successful meeting(s)
Create a shared vision of success.
Develop a business case
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+ Messages Messenger Audience
Gaining access
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+ Messages Messenger Audience
Have successful meeting(s)
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+ Messages Messenger Audience
Create a shared vision of success
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+ Messages Messenger Audience
Develop a business case
Thank you Mark Lindwall +1 617.613.8886 [email protected] Twitter: MarkLindwall