Account Profiling
The first essential step of solution selling is account profiling, gathering business intelligence about the target customer. It is not enough to simply collect names and titles. The solution seller needs to know the roles that each influencer or decision maker plays, and what benefit will accrue to each individual. To identify an opportunity you must also know the current status and identify compelling reasons to change. This provides the basis for an Account Development Plan (ADP).
GMT’s teams are experienced in European account profiling and sensitive to the differences between individual European markets. The deliverable is a database of the target universe, categorised by both opportunity size and timescale, with business intelligence for each individual country market.
The benefits include:
- Increased sales by providing sales management with account profiling information that shows which accounts represent the best opportunity.
- Business intelligence can be used by sales management to use sales resources more efficiently.
- Account profiling information is provided on which to base individual Account Development Plans (ADPs).
- Marketing management can modify messaging to improve demand generation.
- Product marketing can modify solutions for best demand generation and competitive positioning.
- Brand awareness improved through direct contact.