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Mastering Your Key Accounts

Book Description

You rely on your key accounts for repeat business over time, but with Stephan Schiffman's tips and strategies, you'll find out how to increase your sales to these accounts and solidify your relationship as "partners" in the sales process. In Mastering Your Key Accounts, Stephan Schiffman shows you how to implement a winning selling philosophy based on taking calculated risks and stirring things up within existing accounts. He gives you the tools to build key strategic alliances in all of your accounts. Inside you'll find sure-fire strategies to build alliances and win over critical constituents; develop and refine a Major Account Mapping worksheet; devise a growth/action plan for key accounts; finalize an action plan that extends your network within the major account; and much more! As America's recognized #1 sales trainer Stephan Schiffman promises to give you proven advice that will boost your business--and your bottom line!

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Dedication
  5. CONTENTS
  6. Preface
  7. Acknowledgments
  8. Prologue: Taking the Initiative
  9. Part I: The Basics
    1. 1. Some Definitions
    2. 2. Retention 101: The Right Strategy for Holding On to Your Business
    3. 3. The Sales Process from Two Viewpoints
    4. 4. “So What Are You Saying?”
    5. 5. Eight Common Misconceptions About Key Accounts
    6. 6. Negotiation with Key Accounts: Ten Core Principles
    7. 7. The Information Gap
    8. 8. Is It Really a Prospect?
    9. 9. Real Numbers
    10. 10. The Challenge
    11. 11. What Works
    12. 12. What All This Has to Do with You
    13. 13. The Sales Model
    14. 14. The Right Closing Technique
    15. 15. The Competition
    16. 16. “Final-Third” Sales
    17. 17. Breaking It Down
    18. 18. Four P’s
    19. 19. Times Square
    20. 20. Ups and Downs
  10. Part II: The System
    1. 21. The Triangle
    2. 22. A Better Way to Move the Sales Cycle Forward
    3. 23. Key Account Categories—Hundreds and Zeroes
    4. 24. Key Account Categories—Between Zero and One Hundred
    5. 25. Some Background on the Word Right
    6. 26. The Fourth Criterion
    7. 27. To the Right of Center
    8. 28. To the Left of Center
    9. 29. To the Left of That
    10. 30. The Far Edge
    11. 31. The Disconnect
    12. 32. Adapting the System to Multiple Products and Services
    13. 33. Criteria and Questions for Each Key Account Category
    14. 34. Some Thoughts on Qualifying
    15. 35. Implementation
  11. Part III: The Major Account
    1. 36. Major Accounts—An Overview
    2. 37. A Company Is a Collection of Right People
    3. 38. The Holes in the Dam
    4. 39. Reaching Out to New Major Accounts
    5. 40. Selling at C-Level
    6. 41. More Thoughts on Major Account Selling
  12. Part IV: The Right Relationships, The Right Information
    1. 42. On “Pushiness”
    2. 43. Looking at It from Both Sides
    3. 44. Not Just Any Next Step
    4. 45. What Usually Happens?
    5. 46. Improving Communication, Improving the Relationship
    6. 47. The Most Obvious Improvement
    7. 48. Speak Their Language
    8. 49. Use Props
    9. 50. Understand the Three Universal Principles
    10. 51. Understand the Pressures above and below the Plane
    11. 52. IMPs
    12. 53. EMPs
    13. 54. CCSs
    14. 55. Your Cloistered Customers
    15. 56. Getting It Right
    16. 57. Moving Toward Resource
    17. 58. Dynamics of the Business Relationship
    18. 59. What We’re Up Against
    19. 60. It Worked! Now What?
    20. 61. The Perfect Meeting
    21. 62. Opening the Meeting
    22. 63. The Elephant
    23. 64. Key Account Interviewing in Depth
    24. 65. Ask Simple Questions
    25. 66. Your Secret Weapon for Expanding Your Network
  13. Appendices
    1. A: Six Reasons to Fight for a Next Step
    2. B: Sixteen Ways to Ask for a Next Step
    3. C: Eight Things You Can Do to Reignite a Relationship with a Key Account
    4. D: Thirteen Proven Selling Principles
    5. E: Twelve Proven Time-Management Principles for Salespeople
  14. Programs Available from D.E.I