Major Account Management Strategy: Building Sustainable Sales Growth at the Client Level

Major Account Management Strategy: Building Sustainable Sales Growth at the Client Level Presented By: Gene Matthews, CPSM VP, Business Development – Energy Division Kleinfelder

How Major Purchase Decisions Are Made • Recognition of Needs • Evaluation of Options • Resolution of Concerns SMPS Nashville

Organizational Sales Strategy • Receptivity • Dissatisfaction • Power SMPS Nashville

Recognition of Needs • Uncover source of dissatisfaction • Increase perception of intensity and urgency • Channel the source of dissatisfaction SMPS Nashville

Interrogation Methods in RON • Situation Questions • Gathering factual information about the person, organization or needs • Scoping questions • These questions tend to make the target bored or impatient, so use them wisely! SMPS Nashville

So, why is over-scoping so prevalent? SMPS Nashville

Interrogation Methods in RON • Problem Questions • These questions are critical to identifying where you can serve and how you might be able to differentiate (i.e. find the pain). • They drive the implied need. SMPS Nashville

Interrogation Methods in RON • Implication Questions • Asking about effects or consequences • These questions are driven by what you find out in the Problem interrogation • Pain is usually found in three areas • Effect on output/productivity • Impact on costs • Influence on objectives or plans SMPS Nashville

Evaluation of Options • Uncover or confirm the criteria • Influence the decision criteria (in order of difficulty) • Develop from the needs uncovered • Reinforce criteria you can meet • Build incidental criteria where you are strong SMPS Nashville

Resolution of Concerns • Relationships built early are key • Don’t negotiate before you must • Let them air concerns and DON’T • Minimize • Prescribe • Pressure SMPS Nashville

What about last minute “surprises”? SMPS Nashville

Interrogation Methods in ROC • Need-Payoff Questions • Preparation for the close. • Amplifies how your solution will alleviate the perceived pain. • How the Client establishes value. SMPS Nashville

Summary SMPS Nashville

Identify the individuals in your client organization that are important to your success • Receptivity • Dissatisfaction • Power SMPS Nashville

Get the right information to differentiate your offering to win • Recognize the phase you are in • Recognition of Needs • Evaluation of Options • Resolution of Concerns • Interrogate properly using • Situation Questions • Problem Questions • Implication Questions • Need-Payoff Questions SMPS Nashville

Find the Pain!! SMPS Nashville

Involve SMEs at the Correct Stage • Typically, no earlier than the Evaluation of Options Phase SMPS Nashville

CONCLUSION(yeah!) • Spend time with the right people… • Learn how to interrogate properly… • Engage SMEs at the right stage… • And you will yield strong, sustainable growth rates with your Clients! SMPS Nashville

Major Account Management Strategy: Building Sustainable Sales Growth at the Client Level