Key accounts are not just ordinary customers. A truly professional B2B sales person has to use more inventive strategies and involve all his abilities to establish and maintain a productive relationship with a key account. These 3 fundamental rules, designed by Dave Kahle, a contributor to www.sellingprof.com, may come in handy.
1. Keep in mind that key accounts are different
Key accounts are usually big companies, with highly complex decision making processes and firm structures. You will probably deal with not one but many people to get approval in order to close the deal. The motivation of these people will vary as well as their personalities and agendas. A salesman needs to treat them properly by evaluating their perspectives and personality types.
2. A key account is a territory in itself
In your territory, there are a number of different, independent units with unique needs, budget constraints and dynamics. Opportunities for you among them are varied.
When you approach a key account, bear in mind that such a customer is really a territory of its own. There are many departments, plants etc. that act as more or less independent units, often with considerable purchasing power.
You need to understand the relationship structure among them and adapt your approach and strategy accordingly. The objective is to uncover all opportunities that each of the key account units offer. Bottom line is: a key account is more like a whole new territory than a usual account.
3. Relationships and agendas among decision makers
There is an equation in B2B sales. Relationships create opportunities, projects are generated when there are opportunities and finally: projects lead to sales. The situation of a key account may be complex, all the people you need to build relationships with, all the interlinked agendas and different budgets, mean that you will need to spend a long time collecting information and trying to tailor your approach accordingly. If you persist, your work will be fruitful.
-JK-