account management by hristo neychev (aiesec 2012)

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

hristo.neychev@gmail.com