Watch Andrew’s Video: The Seven Questions You Must Ask
In working with many client teams on account planning, I’ve learned that there really is not a “one-size-fits-all” approach. The planning process and the tenor of your discussions for an existing multi-million dollar, mature client relationship will be different from that for a relatively new client that you are trying to take from Level 2 (expert) to Level 3 (steady supplier).
Broadly speaking, the following elements should be present in a good planning process:
For any client, the core of the client account planning process is a team planning session to reflect on the seven key questions (see the video) and strategize how to improve and grow the relationship. A best-practice planning process, set against a calendar year, should reflect the kinds of activities listed in the graphic, “The Account Planning Cycle.”