Key Account Acquistion: Why Use a Tracker?
A few key accounts on your client roster can mean you sleep well at night.
What is the best way to track down a major account?
Here’s a story from the concrete jungle:
A second-generation, design-build firm found themselves with shrinking profit margins and a reputation as a me-too supplier in their industry.
My task was to track down larger, multiple-location retailers.
Repeat business, not one-at-a-time jobs was the objective.
The target? a big-box retailer who was moving from a contractor market to a DIY (Do It Yourself), female buyer.
The strategy? Evaluate the shelf appeal of the the retailer’s top 30 suppliers.
Having designed an executive briefing making the claim that my client would improve their customer appeal inside stores, I reached out to the chain’s most important suppliers.
The outcome? My client recouped their investment in my fees within 10 months. They were hired by a multi-brand manufacturer to engage women buyers.
