Key Accounts: 4 steps to yes from Senior Executives
In order to win a key account, start with the senior executive responsible for each line of business. This is how I get a green light:
1. Tell the executive admin you’re calling to schedule an appointment
2. Acknowledge that you haven’t spoken before & offer to send an executive briefing. Ask permission to send by email.
3. Call back a week later and ask to arrange a 45-minute telephone conversation, even if you’re in the same city.
4. An optimum outcome from that conversation is being sent to a member of their team who has responsibility for validating resources.
It’s an expression of interest by the senior executive, not a brush-off..
Try the approach; challenge us.
Gaining entree into complex, Fortune 1000-sized companies requires major account development strategies and tactics rather than sales techniques.
Sales focuses on getting a yes/no answer to “are you ready to buy?” in each interaction. Sales also assumes that if you get to the “top” or the “right person”, a deal can be done.
Major account development takes into account the fact that there are multiple stakeholders in decisions and each stakeholder group has a different view of the business challenge.
The route to multiple assignments (and a dependable revenue stream) is becoming a preferred vendor enterprise-wide. This means that any department or business unit in the enterprise can retain your firm since all required documentation as a vendor has been satisfied.
Make A Comment: ( 2 so far )
2 Responses to “Key Accounts: 4 steps to yes from Senior Executives”
Vincent Tan
May 25th, 2009
This approach speaks to the new world of business, it works!
Shelley DAngelo
May 28th, 2009
Where to get above mentioned e-books ?