The Game of Key Accounts
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November 17, 2011

Have you heard the expression: “It’s less about what you know, and more about who you know”?  When penetrating large Key Accounts, it’s important to keep this strategy in mind.  The more opportunities you can find to entrench yourself, the easier it will be to get the information you want.  Also, this will make it harder for your competition to eradicate you. 

While the final Decision Maker signs the deal, other contacts such as Safety Directors, HR Managers, Production Supervisors, Plant Managers, Engineering & Maintenance Directors and Quality Control Managers play an important part in running day-to-day business, as well as assist in making decisions for the future of the company.  By finding a way into the minds, offices, and motives of as many of these contacts as possible, you begin to become latched on to an account as an essential resource.

You should always focus on creating a buzz about you and your company and establishing as many coaches as possible in each account.  This starts by determining an objective for your calls, as well as uncovering their individual “wins”.  These “wins” may be personal or professional, so always ask yourself, “What motivates this contact?” and focus your efforts on these areas.

Key Accounts provide a complexity that requires more than a superficial swipe at the surface to penetrate.  Instead, you need to dig deeper and become an irreplaceable asset and familiar face to multiple contacts at these accounts.  This will ensure that your contacts are talking about you and your company while you are not there, and the relationships you build will create a bond that can be difficult for the competition to beat.  Sink your teeth in, don’t let go, and you will be surprised how much of an impact you will make!

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