Why Account Development Coaching
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The document discusses the importance of shifting from traditional selling to connecting with clients, stakeholders, and staff for revenue growth. It emphasizes a methodology for business growth that involves identifying smart clients, aligning with their needs, and developing multiple avenues for connection. The focus is on skill development and teamwork to foster sustainable and profitable relationships.
Why Account Development Coaching
- 1. WHAT I WANT YOU TO BUY IS: STOP SELLING
- 2. EVOLVING Responding to: Clients, Competition, Stakeholders, Staff, Operating/Profit Football Revenue Generation Running Bigger & Faster Forward Pass Balance West Coast Offense Complexity Model Spread Offense Versatility Geography Seeing the People Seeing the Right People Needs/Checklist Following the $ Wants/Solutions Connection
- 3. SEDUCTION VS. ENGAGEMENT Revenue Growth is not just about Socializing…it’s about Connecting
- 4. TRADITIONAL SELLING COUNTS ON THE RELATIONSHIP Numbers game Luck of the draw Being in “the” Club Dependent on a “rain maker” with the big Rolodex It’s About Getting the Meeting
- 5. BUT…SUBTLE BEHAVIOR CHANGES… …Gets you into the Right Room because you Connected Price…Politics…Brand… Narrowly Defined Experience You understand…you have creative solutions…you want to work at it
- 6. OWNERS HIRE PEOPLE WHO… Understand the Diversity of their Challenges… and Bring Comprehensive Solutions
- 7. TOO OFTEN FIRMS ACCEPT… “Revenue acquisition will take 18-24 months no matter what we do.” “There is some way our fees are going to be squeezed.” “If we just get a foothold project, more work will come.” …but when you Connect, you can Minimize the Impact of these
- 8. WHAT IS THE CONNECTION PROCESS? Our methodology designed to help businesses grow in a faster, more collaborative, and intelligent way 1. Identifying “Smart” Clients 2. Aligning with a “smart” client’s business & political issues? 3. Developing multiple paths to connection 4. Leveraging all of this to ultimately connect and engage Emphasis on SKILL DEVELOPMENT
- 9. REVENUE GROWTH IS A TEAM SPORT Use the CSI Approach Client Pursuit Matrix Project Delivery Partners Segment Pursuit Matrix Capture Plan Execution Matrix Does your CRM support and guide this approach?
- 10. GREAT COACHES EXPECT PLAYERS TO LEAVE • Tools, not co-dependence • You can’t see your own “golf swing” • You can’t see the subtleties • Tough to blend strategic and connecting tactics for sustainable “winning”
- 11. ARE YOU ENGAGING & CONNECTING? • When was the last time a partner firm brought you a profitable piece of business? Not just a lead. • When was the last time you “clicked” with a client because you solved something they were struggling to describe to you? • How do you shape accounts toward profitable revenue? • How good is your team at doing that sustainably? • What obstacles typically get in your way?