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The Winning Business Academy®
Key Account Plans & Customer Databases


Winning Pitch 2
Plgh CrowLh loundaLlon - Plgh CrowLh Manual
key AccounL Þlans & CusLomer uaLabases
Key Account Plans & Customer Databases

When to use
When developing sales plans, forecasts and budgets.

What you get
Focus for sales person on those activities and customers that will have the greatest success

Time
Initially 10 to 15 minutes for each key customer, but needs updating constantly.

Equipment
Can be based around computer, paper or other systems.

Example Visit Plans
Visit frequency will depend on several factors including what stage they are in the buying cycle and how
important they are to your business. An example of Account and Prospect prioritisation is:

A - Key Accounts – frequent visits
B Accounts – frequent communication, fewer visits
C Accounts – smaller account ready to buy – more frequent communication
D Accounts – regular, but infrequent contact

Frequency Strategy J F M A M J J A S O N D
A MaxCo 2 months See Key Account Plan











GoodBiz 2 months See Key Account Plan











Sine Monthly See Key Account Plan
Daffs 2 months See Key Account Plan











Micro Monthly See Key Account Plan
Aztral Monthly See Key Account Plan

Frequency Strategy J F M A M J J A S O N D
B MidCo 6 months Specific details



Sooner 6 months Specific details



Crown 6 months Specific details




MiniBiz 6 months Specific details




Kandel Monthly Specific details




Ebest Monthly Specific details



etc.

C – Annual visits when in local area. C activity expected every month

Note Micro, Aztral, Kandel and Ebest are prospects and so would have more frequent visits initially until
they become regular accounts. Sine is a rapidly growing account and would also have more frequent
visits.
The Winning Business Academy®
Key Account Plans & Customer Databases


Winning Pitch 3
Lxample key AccounL Þlans

Key Account MaxCo
Address, telephone, website etc
Frequency of visit
Technical 2 months
Buyer 3 months – up to weekly during negotiations
Contacts (inc mobile, email etc)
Designer 3 months

Product 1 £420k
Product 2 Not bought Our products / services
Product 3 £340k

CURRENT YEAR NEXT YEAR
Total Account value £
£760k £750k
Buying process, competitive preferences and issues

Technical department prefers our products. Buyer negotiates heavily on price.
COMPETITOR X currently supplies equivalent of our product 2.

Strategy for next year

Good potential to supply product 2 when current agreement with COMPETITOR X ends in 2 years.
Focus on Product 1. COMPETITOR Y has introduced a rival product and our improved version is not
due until later in year.

Marketing tactics

Personalised marketing. Occasional technical papers.
Corporate events - Scotland v England rugby international.


Date Who visited Notes Next visit objective
Next visit
date
Feb
Technical
Designer
Our product 2 currently
supplied by Competitor X
See buyer to get us on
Product 2 tender list
March
March Buyer
Potential for Product 2 next
year
Technical - Work towards
getting our Product 2 specified
June
June Technical
Current Product 2 supply ends
next year
Technical & Designer.
Understand needs for Product
2
August


The Winning Business Academy®
Key Account Plans & Customer Databases


Winning Pitch 4
8aslc CusLomer uaLabase lnformaLlon

Much more than just a list of names and addresses, databases could also include…
What they do – market sector, public / private sector, size of company, location
Buying behaviour – how they place orders, size, how often, benefits and impacts sought,
competitors used

Business-to-business information and might include:

Company information
Company
Address & Postcode
Telephone
Fax
E-mail
Web site

Turnover
Number of employees
Type of business
Market sector
Public / private
What does the company do?

How much work available
(£ pa)
Competitors used
Priority
Status
How frequently they order
People contacts
Title
(Mr/Mrs/Ms/Dr)
First Name
Last name
Position


Mobile
Responsibilities
Direct reports
Interests
Last contact


Next contact
Other communications
Priority
(Hot / high / medium / low)
Notes & contact history


Business-to-consumer companies could collect:
Buyer behaviour – usage, competitors used, impacts sought
Personal - age, gender, occupation, income, lifestyle

Project Information to be collected – A basic checklist

Business Consumer
Budgetary Size / value
Timescales
Penalty clauses
Payment schedules
Size / value
Timescales
Finance & payment schedule
Specifications Design requirements
Technical information
Quality information
Environmental issues
Prequalification details
Delivery
Usage
Design
Quality
Delivery
Usage
Competition Existing suppliers
Satisfaction levels
Favourites
Tender lists
Flexibility
Brand loyalty
Satisfaction levels
Price comparisons
Flexibility
Other people to talk to Design
Personnel
Family
Others
The Winning Business Academy®
Key Account Plans & Customer Databases


Winning Pitch 5
Engineering
Quality
Accounts
How decisions will be made Innovation
Price
Experience
Delivery
Innovation
Price
Experience
Delivery

The Winning Business Academy®
Key Account Plans & Customer Databases


Winning Pitch 6

The High Growth Foundation
One Central Park,
Northampton Road,
Manchester,
M40 5BP
0161 918 6785
www.winning-pitch.co.uk


paper or other systems. but needs updating constantly. C – Annual visits when in local area. Equipment Can be based around computer. C activity expected every month Note Micro. but infrequent contact A MaxCo GoodBiz Sine Daffs Micro Aztral Frequency 2 months 2 months Monthly 2 months Monthly Monthly Frequency 6 months 6 months 6 months 6 months Monthly Monthly Strategy See Key Account Plan See Key Account Plan See Key Account Plan See Key Account Plan See Key Account Plan See Key Account Plan Strategy Specific details Specific details Specific details Specific details Specific details Specific details J F M A M J J A S O N D J F M A M J J A S O N D B MidCo Sooner Crown MiniBiz Kandel Ebest etc. Kandel and Ebest are prospects and so would have more frequent visits initially until they become regular accounts.The Winning Business Academy® Key Account Plans & Customer Databases Key Account Plans & Customer Databases When to use When developing sales plans. Aztral. fewer visits C Accounts – smaller account ready to buy – more frequent communication D Accounts – regular. Example Visit Plans Visit frequency will depend on several factors including what stage they are in the buying cycle and how important they are to your business. Sine is a rapidly growing account and would also have more frequent visits.Key Accounts – frequent visits B Accounts – frequent communication. What you get Focus for sales person on those activities and customers that will have the greatest success Time Initially 10 to 15 minutes for each key customer. Winning Pitch 2 . forecasts and budgets. An example of Account and Prospect prioritisation is: A .

Work towards getting our Product 2 specified Technical & Designer. Occasional technical papers. email etc) MaxCo Technical Buyer Designer Product 1 Product 2 Product 3 Frequency of visit 2 months 3 months – up to weekly during negotiations 3 months £420k Not bought £340k NEXT YEAR £750k Our products / services CURRENT YEAR £760k Buying process. Next visit date March June August Date Feb March June Who visited Technical Designer Buyer Technical Notes Our product 2 currently supplied by Competitor X Potential for Product 2 next year Current Product 2 supply ends next year Next visit objective See buyer to get us on Product 2 tender list Technical . Focus on Product 1. Buyer negotiates heavily on price. competitive preferences and issues Total Account value £ Technical department prefers our products.The Winning Business Academy® Key Account Plans & Customer Databases Key Account Address. telephone. Marketing tactics Personalised marketing. COMPETITOR Y has introduced a rival product and our improved version is not due until later in year. Corporate events . Understand needs for Product 2 Winning Pitch 3 .Scotland v England rugby international. COMPETITOR X currently supplies equivalent of our product 2. website etc Contacts (inc mobile. Strategy for next year Good potential to supply product 2 when current agreement with COMPETITOR X ends in 2 years.

how often. location Buying behaviour – how they place orders. size. competitors used. size of company. occupation. impacts sought Personal .The Winning Business Academy® Key Account Plans & Customer Databases Much more than just a list of names and addresses. income. benefits and impacts sought. competitors used Business-to-business information and might include: Company information Company Address & Postcode Telephone Fax E-mail Web site People contacts Title (Mr/Mrs/Ms/Dr) First Name Last name Position Turnover Number of employees Type of business Market sector Public / private What does the company do? Mobile Responsibilities Direct reports Interests Last contact How much work available (£ pa) Competitors used Priority Status How frequently they order Next contact Other communications Priority (Hot / high / medium / low) Notes & contact history Business-to-consumer companies could collect: Buyer behaviour – usage. public / private sector. gender. lifestyle Project Information to be collected – A basic checklist Budgetary Business Size / value Timescales Penalty clauses Payment schedules Design requirements Technical information Quality information Environmental issues Prequalification details Delivery Usage Existing suppliers Satisfaction levels Favourites Tender lists Flexibility Design Personnel Consumer Size / value Timescales Finance & payment schedule Design Quality Delivery Usage Specifications Competition Brand loyalty Satisfaction levels Price comparisons Flexibility Family Others Other people to talk to Winning Pitch 4 .age. databases could also include… What they do – market sector.

The Winning Business Academy® Key Account Plans & Customer Databases Engineering Quality Accounts Innovation Price Experience Delivery How decisions will be made Innovation Price Experience Delivery Winning Pitch 5 .

Manchester. M40 5BP 0161 918 6785 www. Northampton Road.uk Winning Pitch 6 .The Winning Business Academy® Key Account Plans & Customer Databases The High Growth Foundation One Central Park.co.winning-pitch.

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