Description
Modules
Current Position & Fact-Finding
Current Position & Fact-Finding includes how to fully research and validate the current position & underlying characteristics of any client in addition to the fact-finding required to build a comprehensive account file.
The construction of an account file should begin immediately the decision has been taken to operate the account management process for any given client.
The account file will be maintained for however long the organisation continues to be regarded as a client even when there has been no revenue income for some time but the organisation continues to be regarded as having good potential.
However, much of the information required for the account file will be acquired gradually, sometimes over many months, maybe even a year or more.
Therefore, as the account file will be in different stages of completeness as it progresses through the various phases of account management, particularly in the early days, an account snapshot summary must be created at the outset and kept up to date throughout. It will become the first section of the account file itself.
The snapshot summary will be of crucial importance to anyone being introduced to the client account for the first time, for whatever reason and at any level in the hierarchy. It will also be a key input for setting the scene whenever there is a review of any aspect of the account (contractual commitments, business planning, sales, people contact planning, financial performance, balanced scorecard, SWOT analysis, etc., etc.).
Total Information Items: 103
“always being up-to-speed enables you to respond the quickest regarding any sales opportunity and pre-empt the competition”
The Account File
The Account File defines all the information needed for best-in-class account management.
The suggested components of an initial account file for a new client are provided but can be easily modified in any way you wish. Initial information will be obtained from the client, research (internet, annual report & accounts, etc) and built up during the early days of the new client relationship.
However, where an account file is set up for an existing/established client, a detailed account file should be set up from the outset.
Data items are grouped under various headings including account snapshot summary, account blueprint, rolling 12 month delivery, sales & marketing and detailed client profile covering business, location, people, spend & policy, 3rd parties used, supplementary activities & supporting documents.
Total Data Items: 108
“the account file is the nucleus for successful account management & development, everywhere”
