Description
Modules
Account Action Planning
Account Action Planning is driven by a mission statement, strategy, goals & targets to maximise your chances of success.
This module covers planning for the account overall; any changes to the mission statement, strategy, goals &/or targets will have an impact elsewhere as will the outcomes from client contact management, relationship management, sales, reviews & analyses and satisfaction surveys, some of which will be significant.
Planning will begin once it has been decided that a client has sufficient revenue and profit potential to justify the time and resource needed to operate an effective account management process; some may be quite straightforward while others will be sophisticated.
At this point, the status/position of each individual client/prospect organisation will vary considerably regarding the amount of information already held and what has previously been delivered, if anything.
Once you have you gathered all the initial information required to review the current position, you will need to arrange an internal planning meeting to determine the way forward regarding account management & development.
In addition to the account manager and their own manager, other meeting attendees should include sales & marketing people and, if possible, someone who has previously worked for the client or knows the prospect, understands the culture and may already have client contacts/working relationships.
Total Checks & Tips: 49
“without planning and re-planning you will never reach your destination”
SWOT Analysis
SWOT Analysis is a technique used to evaluate the strengths, weaknesses, opportunities & threats of any given situation which enables you to keep ahead of the competition. This module covers everything you’ll need including preparation, questions to ask and what to do next.
A SWOT analysis can be used in various scenarios including establishing your own company’s current position in the market or with a specific client, the position of your client in their market, analysing the position of your own or your client’s competitors or the position of a particular assignment, project, service, people placement or product you are delivering. It can also be used for your own specific work (or personal) situations, meetings, fact-finding exercises, etc., etc.
In addition, a SWOT analysis can be used to deal with difficult people when you need to find a way forward and develop a sound working relationship.
Strengths and weaknesses usually relate to internal factors which are largely under your control. For example, your company’s quality management system has BSI certification or a project manager is under-performing.
Opportunities and threats usually relate to external factors such as you receiving an invitation to tender or the MD of a competitor plays golf with your client’s MD.
Total Checks, Tips & Questions: 300
“only a full & honest SWOT analysis will improve your chances of winning further sales orders and thwarting the competition”
Balanced Scorecard
Balanced Scorecard covers management, finance, people, client & sales in the pursuit of your continuous improvement for all aspects of performance.
The balanced scorecard is a performance management tool which will enable you to assess how well the account management process is working. It provides for the ‘measurement’ of several key areas, most of which are not financial. This is particularly important as company boards invariably make decisions based on financial information. However, the balanced scorecard enables some very significant areas to be monitored which are outside the remit of boards. Conversely, it also provides for the measurement of areas which do fall under board/senior management control and therefore enables you to be ‘on top of your game’ at all times; which is good for your client, your company, your colleagues and you personally!
Management, finance, people, client & sales are the five categories which are maintained, scored and acted upon.
Total KPI (key performance indicator) Questions: 35
“the balanced scorecard is the only tool which enables you to establish exactly where you are and what needs to change in order to stay on course regarding targets, goals, strategy & mission statement for every client”
Account Performance Reviews
“Account Performance Reviews” includes agenda, contractual commitments, budgets & forecasts, sales & marketing, competitors, client relationship, issues, risk management & client satisfaction surveys.
In addition to any current contractual commitments and aspirations for the account, the frequency of internal account performance reviews will depend on the size, complexity and potential of each client.
It is also very important that the right people are present to contribute on specific areas and take responsibility for all related action points. Again, these will vary according to account size, complexity and potential but will always include the account manager and their line manager.
Total, Checks, Tips & Questions: 91
“without regular pragmatic reviews of account performance you cannot achieve your targets and goals”
