Do you want to:
- Maximise revenue from customers with a lot of potential?
- Improve your chances of surviving procurement exercises in your most important accounts?
- Ring fence your best customers against competitive forces?
This course provides answers to these three questions by helping translation company leadership identify customers to prioritise for account growth, develop a strategy for growing accounts and master proven tactics for navigating your customer’s business to uncover and close additional translation buyers. You will leave this course with an action plan for one of your customers and the building blocks to create a plan for additional customers targeted for growth.
Identify Customers with the Greatest Growth Potential
We work through exercises & discussion that will help you identify the strongest customer candidates to focus on for account growth: industry trends, company trends, financial strength, maturity of the business, strength of your relationships in targeted customers, what kind of business you want to win and how much of that kind of business exists in each account growth candidate. This process enables you to prioritise your customers and focusing on growing the ones with the greatest potential, better aligns you with customers and offers the least risk of failure.
Develop the Strategy
Based on the information gleaned in the account identification process we turn to mapping accounts based on several criteria to identify specific areas to focus on in the account based on existing relationships and how best to gain access to new areas of business. We’ll examine the strength and influence of your contacts, uncover gaps and develop an action plan to leverage existing relationships and build new ones.
Create the Customer Growth Plan
The next step is to develop your 12 month account growth plan. In this phase it is crucial to develop an understanding of how different people in organisations use and benefit from translations, so we can engage with other buyers with a personalised, meaningful approach. We will map out customer relationships you can leverage to expand and deepen your reach within your customer using the information gathered in previous steps and consider create an action plan for how and when to contact new decision makers, taking into account company strategies and initiatives, new products, risks and opportunities.
Managing Customer Profitability
Managing time, client expectations and conflict are extremely important aspects of account growth activities and can have a direct impact on profitability. We’ll examine best practices in each of these 3 areas through discussion and exercises. We’ll also discuss how to manage profitability as the client moves up through the stages of account maturity, where pricing pressures tend to increase, and develop strategies for ensuring your margins are protected.
Dates: Tuesdays from 16 Jan – 13 Feb 2018
Time: 3:00 – 5:00 pm GMT, 10:00 – 12:00 EST US
Price: £1025.00 or $1375.00
Registration & payment: Please click here to register or inquire about the course. Please indicate the course name and provide registrant details. Bank transfer is preferred payment method. Multi-participant discounts are available. Please ask in your enquiry.