Getting the first “toehold” inside a key account is a challenge. By positioning your business service in a very specific niche related to industry-wide pressures and relating your service to what an executive, discretionary budgets would fund, the odds of winning an initial assignment increase.
Has your firm’s first assignment been funded out of a discretionary [...]
Let’s say you were a service provider to the pharma/biotech industry and this was your first conversation with a potential new client, a company which would be a major account for you if all went well.
Would it matter whether you used the term ”customers” or “KOLs” (Key Opinion Leaders)?
Would you use the term “KOL” if you [...]
A client with a financial institution as a client retained me to pursue new business in the financial services sector. After 8 months of work, we didn’t have even a glimmer of a project.
I knew I had to change the approach. This is what I did:
1. Positioned the service as customer experience improvement rather than a training service
2. Began the [...]
By becoming a pre-approved vendor to key accounts, smaller business services firms are more likely to be awarded repeat business.
Owner-managers of business services firms tell me they are on a rollercoaster: too busy delivering client assignments to go after new business or frantically chasing down the next assignment because there is no work.
When you are told “It’s [...]
Pursuing a key account, even if you have a great portfolio of clients, can lead to rethinking the economics of how you deliver services.
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