What is the one glaring flaw that most salespeople have? It’s their inability to formulate strategy. In fact, most salespeople have no idea of how to develop an account strategy.

The game of chess has been around for centuries. Almost everyone knows how to play the game. However, there is a big difference between how an amateur plays chess and how a master plays. Fundamentally, that difference boils down to planning. An amateur plays tactically. They figure out what to do based on how the board looks at the time of their move. Masters formulate a plan and each move takes them one step closer to the ultimate execution of that plan.

In sales, there is a lot of emphasis on tactics (i.e., what to do and/or say once in front of a customer). Most sales people are adept at reading personalities and being persuasive.

Unfortunately, having a focus on tactics forces them to decide at the time of each meeting what they should do next. Rarely, will you find a salesperson who can show you an account strategy and explain how a single meeting fits into an overall plan. (Quick, ask the salesperson beside you if you can see an account plan for their largest opportunity.)

To separate yourself from the masses of salespeople who call on your same accounts, begin to think strategically and formulate plans.

A good account strategy should be written down and, at a minimum, comprise the following elements:

• Prospect’s business objectives.
• Quantification of prospect’s needs.
• Listing of key competitors with their strengths and weaknesses.
• Listing of key influencers along with their disposition toward you and your competitors.
• Listing of key decision criteria that your proposal will be used to evaluate your proposal.
• An analysis of the quantifiable financial improvement as well as the intangible benefits your proposal will have on the organization.
• A sequence of mutually beneficial steps/tactics required to move the account forward.

Account strategy is a big subject, however, by covering these seven areas you will begin to separate yourself from the plethora of Account Managers who flit from meeting to meeting employing the latest sales tactic. Developing account strategy is the first step toward sales mastery.