IIPM – Sales Management – Programme

Overview

• This program will provide you with a map that will help
navigate and manage important ,large of
complex account.
• The emphasis is on understanding the human
element that determine the account trajectory
and how you can influence the account
dynamics.
• Individuals move on, by leaving organization or
though promotions, one of the key goal of this
program is to reduce the dependency on
individuals private knowledge . The tools used
during the program will form a coherence and
effective summary of the main feature of the
account with the minimum of difficulty and loose
of relevant information
• This program is underpinning by the principals
that relationship that are based on trust and
respect are more likely to endure . These
qualities demand a genuinely client -centric
approach. This program will give you a practical
frame for identifying and addressing the
personal and professional need of the individual
with whom you will interact in your work.
Program Overview……………………………………………. 1
Course Map…………………………………………………….5
The power of structure …………………………………….. 6
The Decision making cycle (1) ……………………………… 9
Customer Business ……………………………………… 11
Situational Analysis ……………………………………… 13
Opportunity Match ……………………………………… 15
Opportunity Assessment Grid……………………………….. 17
Terrain Map : Account overview……………………………..19
Account Strategy……………………………………………… 21
The Decision Making Cycle (2) ……………………………… 23
Credibility Triangle…………………………………………... 25
Relationship Building………………………………………….27
Habits………………………………………………………….. 28
Contacts ……………………………………………………. 29
 Cour se
Map
Opportunity
• The power of Structure
• The Decision Making Cycle
• Customer Business Star
(Situational Analysis Star)
• Internal Process Map
(Opportunity Match)
Strategy Engagement
*Opportunity Assessment Grid * Credibility Building
*Terrain Map *Deal Diagnostic Document
*Account Strategy * Implementation
*Deal Strategy) * (Relationship Building)
*(Strategy)
(Engagement)
(Review & Close)
 The Power of
St ru ct ure
•High performance is based upon mental
frame work of maps that guide through and
action in a clear consistent, and effective
manner.
•Maps are useful because they provide both
an overview & specific details
•Maps provide guidance and directions yet
allow for flexibility . Individual can make
informed choices at any point
 Accoun t Man agemen t Proces s
Interactive
• Respect
• Trust
Opportunity
• Internal Problems
• External Threats
• Specific Projects
Concept Specify

Unaware

Reason to Move Decision to Move Strategy

Relationship
The Credibility
Justify Uncertain
Building Decision
Making
Commit Consider Options
Informal
• Proactive
Formal
• Delivery
Cycle Evidence Conceptual
• Logical
Anxieties Compare • Specificity
communication • Review • Intuitive
• Additionals • Complaints
• Personal support
Structure Action
• Division Outcomes
• Units • Products / Location
• Targets
• Nature of relationship
Why?

Decision
STRATEGY Approach
Points of Entry Makers Threats
• Maintain
• Who • Role • Authority
• Deepen
• Role Terrain Map • Anxieties Value to
Client
• Timing
Strategy • Spread
• Budget
OPPORTUNITY • Activate
ASSESSMENT GRID • Blockers
• Withdraw
• Competitors
HIGH your
company

Influencers Benefits to Customer

• Objectives • Relationship
• Levels of influence LOW • Cost
Implement • Innovation
ation • Technical
Difficulty
Industry Changes
• Political STRENGTHS:
• Market • Product /
• Technical Potential Opportunity Services
• Niche
• Differentiators

Strategic Supplier Status

Initiatives • Current situation Competitors
• New Vulnerabilities
• Perceived value • Who? • Market
products SITUATIONAL • Impact • Strengths
• Time to • Technical
ANALYSIS • • People
market Vulnerabilities CUSTOMER
• Internal BUSINESS
Process
• Innovation Opportunity
Internal Process
Maps
Problems Performance
• Technical • Results
• Procedural Customers Goals
• Growth
• Human • • Markets
resource
Need Capability
•
Who?
Requirements • Financial
• Customers Match • Strategic
 The D ecisi on M ak in g
Cycl e
People dislike change
because they wish to
avoid the perceived
discomfort that making
Concept Specify decisions which leads to
change brings. Customers
will often stay with the
Unaware status quo rather than
change, even when that
Reason to Move
The
Decision to Move change will have a
Justify
Decision
Uncertain positive effect. The
Making Decision Making Cycle
Cycle takes you through the
Commit Consider Options
necessary steps that will
Anxieties Compare allow you to influence the
Change Cycle. It will
Action identify the factors that
underpin resistance to
change and provide you
Why? with a framework to
understand and deal with
these factors using a
simple, step-by-step
process.
 Customer’s Business
Connections are always STRENGTHS:
• Product / Services
made at a personal level. • Niche
This awareness implies • Differentiators
that you are not only
interested in their
business but also in them
as individuals.
Customers like to feel Competitors Vulnerabilities
• Who?
that your are aware of • Strengths
• Market
the difficulties that they • Technical
• Vulnerabilities • People
face when their CUSTOMER
particular business BUSINESS
environment. It implies
that you are interested,
not only in their business
but in them as an
individual. That’s why
good customer Goals
Customers
relationships are always • Who? • Markets
customer centered. This • Requirements
• Financial
• Strategic
tool provides you with
the information you need
to find out about your
customer’s business, so
that you can be of
genuine service to them.
 Situational Analysis

This tool helps provide Industry Changes

you with a context for • Political
• Market
your customers business • Technical
ie. The current trends,
the environment, and
other factors that
influence their business.
Strategic Initiatives
You cannot meet their • New products
Supplier Status
• Current situation
needs until you have the • Time to market • Perceived value
necessary background • Internal Process • Impact
• Innovation SITUATIONAL
information. Once you ANALYSIS
have an overview and
some specific
knowledge, you can
provide meaningful
solutions that are based
on knoledge and sound Problems
Performance
preparation. This gives • Technical
• Results
• Procedural
you and your company. • Human resource
• Growth
• Customers
 Op port unit y Mat ch

Potential Opportunity

Being able to define

your customer’s
needs and then
provide a match with
your product or
service is essential in
establishing an
opportunity for
business. Opportunity
Internal Process
Maps

Need Capability
Match
 Opp ortunit y Assessment G rid

STRATEGY

You may think that the

business acquired is not
of sufficient value to Value to OPPORTUNITY ASSESSMENT GRID
your company to Client
continue the process.
However, often a longer
term view needs to be
taken. Small amounts of
HIGH
business can become big
in the future. Fulfilling a VALUE TO
customer’s needs in the your company
short term can provide
significant long – term
business opportunities.
This tool helps clarify
the opportunities LOW
presented and how they
fit with your company’s
ability to service them
Implementation
Difficulty
 Terr ain Ma p : A ccou nt Over
Vi ew
Structure
• Division
Even though decisions • Units

are mode by an
individual there arre
usually several
influencers within the
framework or terrain in
which they are Decision
operating. This tool Points of Entry Makers
assists in providing • Who • Role

clear pathways and an • Role Terrain Map • Anxieties

overview of the
decision making
process plus the factors
that contribute to the
final decision. Having
this information opens
up new pathways and
new opportunities Influencers
• Objectives
within an organisation, • Levels of influence
providing you with
additional revenue
streams.
 Accou nt
St ra tegy
Outcomes
• Products / Location
• Targets
• Nature of relationship

Being able to
implement a
comprehensive
strategic approach Approach
Threats
to customer • Authority
• Maintain

relationships allows • Deepen

you to be clear
• Timing
• Budget
Strategy • Spread
about what you wish • Activate
• Blockers
• Withdraw
to achieve and how • Competitors
to proceed. It will
also help you
ascertain the level
of the relationship.
It will also provide
Benefits to Customer
you with vital
• Relationship
information about • Cost
potential risks and • Innovation
how to address • Technical
them.
 Opportunity
• Internal Problems
• External Threats
• Specific Projects

Relationship
Building

Informal Formal
• Proactive communication • Delivery
• Additionals • Review
• Personal support • Complaints
 Interactive
• Respect
• Trust

Strategy

Credibility

Evidence Conceptual
• Logical
• Specificity • Intuitive
 The Decision Making Cycle
People dislike change
Concept Specify because they wish to
avoid the perceived
discomfort that making
decisions which leads to
Unaware change brings. Customers
will often stay with the
status quo rather than
Reason to Move Decision to Move
change, even when that
change will have a
Justify The Uncertain
positive effect. The
Decision Decision Making Cycle
takes you through the
Making necessary steps that will
allow you to influence the
Commit Cycle Consider Options
Change Cycle. It will
Compare identify the factors that
Anxieties underpin resistance to
change and provide you
with a framework to
Action understand and deal with
these factors using a
Why? simple, step-by-step
process.
 HABITS :
Effective Performance is not based on chance , its on
effective habits

“It Takes 3 weeks of daily practice for a human to form a habit