Top Account Management Program

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Drive Account Retention and Growth by Integrating Voice of the Customer (VOC) Feedback into your Sales Processes

The Problem

Most B-to-B companies see roughly 80% of their revenue coming from 20% of their accounts. Keeping, growing and referencing your top accounts are the first keys to making your sales numbers. An accurate understanding of the intentions of these key accounts is the foundation of the sales forecast you share within your organization.

Yet one complaint we hear is that sales management does not have adequate visibility into these accounts; their incomplete view of customer needs and selling opportunities is based on sales persons’ opinions, outdated information from marketing and overreacting to the competition.

Sales management is frustrated in their inability to:

• Identify accounts and pipeline at risk
• Obtain an unbiased view of how decision makers view their company
• Identify and close new opportunities
• Gain more accurate information about the total potential pipeline

The Solution

We will work with you to integrate the Voice of your Customers into your sales and account planning processes to give you insight into the attitudes and beliefs of your top account’s key Decision Makers, Influencers and Users. This insight will provide detail to help you determine what specific actions you should take, within and across accounts, to shorten sales cycles, improve close rates, improve profitable growth and reduce the risk of account turnover.

Top Account Management programs which integrate VOC into sales operations are known to drive rapid growth in top accounts. For example, HP obtained a 2x revenue growth rate in accounts where a VOC for Top Account Management program was instituted, compared to accounts which did not use VOC feedback.

Bennett Valley Group’s VOC for Top Account Management Program works with your existing sales methodology, delivering actionable insights to account teams that improve customer relationships to maximize growth.

Benefits

Improve relationship management

• Leverage new growth opportunities
• Improve up-sell, cross-sell
• Identify potential reference accounts
• Recover "at-risk" accounts
• Uncover common issues across accounts

Improve forecast accuracy

• Create a customer-centric view of the pipeline
• Identify accounts and pipeline at risk to protect revenue and reduce churn

Improve win rates

• Identify competitive advantages and gaps to drive selling strategies and improve competitive positioning
• Identify the promoters and detractors in your top accounts

Improve team performance

• Properly set the quota of your veteran sales people based on inside knowledge of your Top Accounts’ share of wallet and equipment spend trends
• When ramping up new sales people, use customer feedback as a leading indicator of future success
• Use customer feedback as an element in the annual review process for your sales team
• Profile what is working right in account relationships so you can leverage model accounts and success criteria
• Tie compensation to customer feedback in a fair and objective manner

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