the value of strategic account relationships featuring analyst forrester (part1)
DESCRIPTION
Executives spend more time with their top tier vendors. So what exactly is needed to become a top tier vendor and trusted advisor? In this webinar Forrester analyst Mark Lindwall explores this topic and dives into what is needed for sales reps to succeed at strategic account planning. Discover how to increase your sales by helping your executive buyers succeed.TRANSCRIPT
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Making Leaders Successful Every Day
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What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014
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Agenda
› Are Strategic Account Programs really a good investment? › What it takes to create a positive
yield from a Strategic Account program
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Executives want strategic accounts
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Strategic Providers Get More Spending
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Strategic suppliers gain advantages
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Frequent executive access leads to wins
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Becoming a strategic provider isn’t easy
Executive buyers
We will decide what is valuable, thank you
very much.
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Percentage Of Companies That Segment Vendors Into Tiers
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Few Vendors Are Categorized As Strategic Partners
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Salespeople Believe Most Customers Consider Them To Be Top Tier
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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Strategic Accounts Underperform
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What it takes to be a Strategic Provider
› Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping
executive wallet-owners succeed › Help salespeople understand
Agreement Networks and funding sources › Provide them with what they need
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What executive buyers find valuable
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Most Salespeople Are Not Focused On Helping Executive Buyers Succeed
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When executives get product pitched
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Helping executive buyers succeed
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A view of a “buyer”
Your Seller
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A (slightly more complex) view of buyer(s)
Manager
Vice-President
CIO
Your Seller
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Manager
Vice-President
CIO
Real? Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Agreement networks determine funding
A tale of multiple sales…
Your Seller
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Four Sales Objectives
Gain access
Have successful meeting(s)
Create a shared vision of success.
Develop a business case
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+ Messages Messenger Audience
Gaining access
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+ Messages Messenger Audience
Have successful meeting(s)
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+ Messages Messenger Audience
Create a shared vision of success
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+ Messages Messenger Audience
Develop a business case
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Thank you Mark Lindwall +1 617.613.8886 [email protected] Twitter: MarkLindwall