What is…
Account Development

The systematic process, methodology
and actions required to:
 Realize the full value of an account
 Help an account achieve its business
objectives by providing products and
services that support its success.

Force Field Analysis
A technique for:
 Identifying the pressures for and
against change (moving from the
current state to a desired state)
 Determining what actions will best
support and encourage the change.

Getting Started
 Establish an Account Objective
 Analyze the situation by using the Force Field Analysis method
 Using the results, create an Action Plan to achieve your Account Objective
Account Objective: ________________________________________________________________________
Goals: __________________________________________________________________________________________
Driving Forces

Restraining Forces

1

2

3

2

2

5

5

1

1

3
1

Weight

Weight

List the Account Objective and
your goals for the account.

Step 1

Account Objective: ________________________________________________________________________
Goals: __________________________________________________________________________________________
Restraining Forces

Weight

Weight

Driving Forces

Step 2
List the factors that are moving you toward those goals (Driving Forces), and the things that are holding
you back from achieving your goals (Restraining Forces).

Restraining Forces

Weight

Weight

Driving Forces

Step 3
Add the weighting… how powerful
is each driving or restraining force?
Account Objective: ________________________________________________________________________
Use a 1-5 scale, with 5 being the
Goals: __________________________________________________________________________________________
heaviest.

Restraining Forces

1

2

3

2

2

5

5

1

1

3
1

Weight

Weight

Driving Forces

Brainstorm how to remove Restraining
Forces or reduce their weight.

Step 4

Account Objective: ______________________________________________________________________
Goals: __________________________________________________________________________________________

Restraining Forces

1

1

3

2

2

3

5

1

1

3
1

Weight

Weight

Driving Forces

Brainstorm how to add Driving
Forces or increase their weight.

Step 5

Account Objective: ______________________________________________________________________
Goals: __________________________________________________________________________________________

Restraining Forces

1

1

5

2

2

3

5

1

4

3

5

1

5
5

Weight

Weight

Driving Forces

Step 6
Using your current
Account Development
methodology:
 Document your Account
Objective, Goals, and any
related relationship,
contact, informationgathering, or other factors.
 Document the actions
required to add or increase
Driving Forces and reduce
or eliminate Restraining
Forces into your Action
Plan for achieving the
Account Objective and
Goals.

Best of success applying Force Field Analysis to your Account Development planning!

Mike Kunkle
mike_kunkle@mindspring.com

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