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ACHIEVE 2012 HOTEL MALIOVICA 21.11.2012-25.11.2012
ACCOUNT MANAGEMENT
By: Hristo Neychev
Rules
• The rule 70/30
• Ask questions
• Express opinions
• Relationship = Business Relationship
Prospects Customers
SALES FUNNEL
Research Prospect CustomersSales
Lost SalesLost
Customers
Suspect
Steps in the sales funnel
Research Prospect
CustomersSales
Lost SalesLost
Customers
Suspect
Steps in the sales funnel
Работа с настоящи клиенти
ПРОДАЖБА
Research Prospect
Lost SalesLost
Customers
Suspect CustomerSales
Steps in the sales funnel
Customers
Customers/Sponsors/Partners
Repetitive Business
Manage Relationship
Establish and maintain a mutually beneficial business relationship
ACCOUNT MANAGEMENT
Focus on long-term repetitive business/partnership rather that on a single deal/sponsorship
Grow your business relationship
Sponsor – companies who sponsor AIESEC occasionally
Partner – a business relationship, focused on long-term collaboration
But….HOW do I do that?
Know the person
Know the business
- Business interests- Birthday- Family status- Hobbies
- Industry- Needs- Core operations- Challenges- Number of employees- Key competitors
Regular phone calls Post meeting e-mails Project evaluation Emphasize their significance to your
organization Regular newsletters Invitations to events Cards (thank you cards, bDay cards, etc)
How account management should be done?is
Calling only when you need them
Not giving feedback
Only taking and not giving back
Neglecting them over new prospect customers
Interacting with them too seldom
How account management should NOT be done?
Action items 1/2
Provide channels of communication (e-mail, phone, Linked-in, Facebook, meetings, events)
Think about their needs and interests
Inform them about deadlines and processes
Send them interesting information (articles, news, event info, etc.)
Action items 2/2
Do not forget birthdays, New Year, Easter, Company Anniversaries, etc.
Call just to ask how they (their businesses) are doing without asking for something in return
Under-promise and over-deliver
CredibilityAttitudeCommunicationTrue product knowledgeUnderstanding needsSupport
The CACTUS model
ACHIEVE 2012 HOTEL MALIOVICA 21.11.2012-25.11.2012
THANK YOU!
facebook.com/HNeychevlinkedin.com/in/HristoNeychev
