PLAN PLAN - DO - CHECK - ACT - DO - CHECK - ACT
Account plan: Account plan: all essential all essential customer information at a glance customer information at a glance
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Introduction Account plan
Successful account management requires commitment and effort from both parties. It is not something you do "for" the client, but something you do together with the client. You provide the right input and structure to help the customer achieve his goals
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The PDCA cycle is a perfect tool for continuous improvement and development of the customer. It revolves around four steps: Plan, Do, Check and Act.
Plan
Creating a plan of action. This plan is intended to be a joint plan of action to achieve desired client goals. All actions should be formulated SMART.
Check
Measure results and provide feedback. Celebrate successes and demonstrate added value.
Jointly implement agreed actions and measure and achieve results.
Sustain and grow. Define what actions are needed to improve results and achieve the goal
Do
Act
Everything starts with an Account Plan
An Account Plan provides a basis for scrutinizing your account approach in more detail. As it were, you answer some fundamental questions necessary to make informed choices. Such as:
Is this account really worth treating as a key account?
If so, what time and resources should we allocate?
What is our history with the customer and how might this affect the future relationship?
Is there alignment between their strategy and ours?
What new relationships might we need to develop?
How are decisions made and who are involved? Internally and externally?
Are they open to a closer relationship?
What value can we add?
Who will be receptive to this value proposition and how do we connect with them?
Why should they go with us and not choose an alternative?
What help/resource do I need to succeed?
Can we justify the investment?
Can we realize quick wins?
What are the barriers to progress?
How will we measure progress?
Want more background on PDCA cycle? Check out the in-depth module.
"Have a plan. Follow the plan, and you'll be surprised how successful you can be. Most people don't have a plan. That's why it's easy to beat most folks."
- Bear Bryant
Elements of an Account Plan
Essentially, account management is about analysis and choices. These choices are aimed at developing the relationship, new revenue opportunities and profitability in the short, medium and long term. A good plan helps make these choices and includes the following components:
Description of the customer
Customer history
Portfolio
Key risks
Value proposition
Opportunities
Objectives
Activity plan and planning
The benefits of an Account Plan
Making an account plan gives an account manager a lot of insight:
Commercial opportunities become visible
Objectives become much more realistic
The activities needed to achieve these objectives become clear and concrete.
The customer feels much more profound in conversations with the account manager and will always experience this as positive.
The 'tailored approach' is well justified (service level, visits, investment in relationship) and leads to less discussion with the customer
All factors that contribute to an optimal relationship with customers become clear through a good account plan.
As a key account manager, you know what you can work on to develop your customer in the right way!
The Canvas
We like a pragmatic approach. That's why we designed a simple document that gives you guidance and structure for developing your account.
Deliberately short and to the point on one A4 so that you have insight into all the essential elements of your account plan at a glance. This works efficiently and effectively.
We start with the question: where are we now? We analyze the customer and his environment. We look at the competition, stakeholders and other key relationships. Then we define where we want to go; what goals are realistic and what is our value proposition? What risks stand in the way of our success, what opportunities are in front of us? Then we examine how to get there? What is the best strategy to deliver added value to this customer and all stakeholders. What actions should we take and when?
The canvas is a dynamic document that should be regularly updated and adjusted as customer needs change and market conditions evolve. And good to know; it's your plan, we provide topics in the canvas that you can modify if you wish.
The Canvas
Account History Portfolio
proposition
Stakeholders plan Activiteitenplan
Key risks Value
Opportunities Goals
Wrap Up
Successful account management requires commitment and effort from both parties. It is not something you do "for" the client, but what you do together with the client.
With an account plan, you provide the right input and structure to help the customer achieve his goals.
A good account plan provides insight into commercial opportunities and gives you as an account manager direction on how to act.
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