Design & develop an account planning process for a sales team. Then train the field sales team on how to effectively work priority accounts to optimize their impact.

Challenge:

A Neuroscience Biotech company determined that their sales team was not able to effectively work key accounts, and as a result, were not able to optimize the launch of their new brand. The sales team had not effectively profiled their accounts, did not have account plans in place for their top accounts and in some cases were not able to access key accounts.

Solution:

BCA Associates, LLC interviewed Directors, Managers and Account Sales Specialists to determine level of planning proficiency. BCA then designed a customized approach that addressed the team’s priorities and was appropriate for their culture.

The account planning process included how to effectively use data to profile accounts, how to identify and map decision makers and how to identify business opportunities within their accounts. An account plan online template was developed that aligned with the account planning process and could be used to track account progress.

The second phase of the account process focused on effectively engaging key customers. It included how to make a lasting first impression with customers, how to gain access into difficult accounts, how to network and gain referrals and how to ask effective questions to identify customer’s needs and priorities.

Account plans were completed for the top three accounts in each territory and were assessed for quality. Feedback was provided on how to improve the account plans and then account plans were tracked for six months. The client reported a consistent improvement in account access, customer engagement and sales performance at the three-month point following the completion of the training.