Why Your Organization Needs Strategic Account Growth Plans By Mark Allen Roberts I just heard a speaker at a recent conference share for the first time in history, that more salespeople missed quota than hit it in 2021. At first my gut says…Covid -19. That may have had some impact, but the reality is salespeople hitting quota has been sliding since 2016. Why are salespeople failing to achieve the sales plans of their organizations? How can we fix this common sales problem and grow our sales profitably? Should all accounts receive the same focus, or should we develop strategic account growth plans for our larger customers? When top-performing salespeople develop and work strategic account growth plans, we know they outperform their peers without any plans. A strategic account development plan offers your sales teammany benefits. Revenue growth Increased profit Increased net profit by customer Increased share of wallet by key account Improved relationships at key accounts More relationships with new stakeholders at key accounts New product placement Defensive tactic from competitors stealing business Access to your key accounts’ leaders Without an account development plan, your sales results are at the mercy of market highs and lows, buyer dispositions, and your competitions’ ability to execute. Without account development plans every day, your salespeople are basically “winging it.” If they don’t have a plan, they are not creating any momentum and not achieving sales velocity with your key customers. The question becomes - do you want to develop a strategic account growth plan collaborating with your largest accounts and proactively grow the business? Or do you want to live day to day with customers demanding your time? There are not enough hours in the day to firefight all their demands. Do you want to live in a world of acting on the urgent and reacting, or writing your destiny? We have all heard the quote: “By failing to prepare, you are preparing to fail.” —— Benjamin Franklin
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