PPB November 2019

Cultivating Key Accounts: Be Seen, Be Known, Be Appreciated We know it’s easier to delve deeper into an existing account than to develop a new client. Your goal is to expand your contacts and move into more departments, divisions, regions and even additional headquarters. Referrals pave the way; references simplify the process. First, build the relationship and your reputation. Ensure that your personal brand is a positive one. In addition to being creative, providing excellent service and ideas and keeping your promises to the client, try these simple ideas to help grow your business. Be visible and nice to all • Be seen at your clients’ office (walk the halls) and be generous with your personalized products; leave gifts with more than just your buyer • Talk to the receptionist; sincere conversation brings contact information • Be nice to everyone; you never know who’ll be promoted • Respect their time • Know your contacts as real people, not just as dollar signs • Know your contact’s team members by name Feed people • Bring in food not just for your contact but periodically for the department • Create expectations: bring snacks and treats, especially around holidays • Leave food in the break room along with imprinted napkins or serving pieces to identify your company • Hold a Lunch and Learn at your office or your client’s office Plan trade shows • Hold a show for your company’s client base. Invite your contacts to include others from their company or, even better, ask for names and issue the invitations yourself • Hold mini shows specific to the client; bring in two or three suppliers that are appropriate to their needs • Hold the mini show in your office to show off your showroom “think tank” • Hold a show in the client’s office and encourage contacts to bring others. Bring samples from your showroom and/or invite a few suppliers to join you. Remember to bring giveaways with both your company name and the client’s logo • Take your clients to your regional association’s end-user shows Market your ideas throughout the organization • Share information within different departments; cross-sell for better pricing for all • Provide product and virtual specs appropriate to specific departments • Share examples and samples of other work within the company • Maintain an idea folder for the client so you’re always prepared with fresh suggestions Always ask • Request referrals and references • Ask for a counterpart in another department, division or location • Find out the name of your contact’s friend who purchases for a different company • Ask about upcoming or annual company events and who handles them • Ask about other departments that purchase • Find out about the company’s goals that aren’t on their website Communicate regularly and properly • Send emails, letters and thank-you notes with ideas, pertinent links, your whereabouts (industry show) and articles of interest • Share relevant presentations and PowerPoints • The phone is the best tool for making contact or leaving a message. Also change your voice message regularly • Share links to webinars and videos to communicate with multiple divisions within a client company • If you use social media and blogs, be careful what you say and do • Look at your website. Are you proud of it? Does it represent your professionalism? Source: Tango Partners | NOVEMBER 2019 | 17 INNOVATE