Fast coach

We're familiar with 'targeting' accounts but how do we targetnth, the first in a series on targeting. them?

Turnover, market, IT spend and geography are all widely used indicators, so adopting new criteria will enable you to maximise your chances of winning.

Over the next two months I'll offer a few alternatives, starting with compatibility of values and culture.

A slick salesman from Bodge IT is assigned to Traditional Manufacturing Ltd. He walks and talks faster than his contacts and is frustrated by the importance they place on risk analysis. His sales manager can't understand why TM never takes advantage of end-of-quarter discounts.

Sometimes compatibility is an inter-personal issue, but often it's an inter-company one. When company cultures are dissimilar the supplier often relies on superficial factors, such as product features and price, to win business rather than developing a business partnership. Understanding the account's culture and attitude towards their clients - for instance, is it service oriented or price driven?

- will highlight similarities with your company. Consider also how your client treats its employees, its position in its market, and its strategic direction. The more synergy you can develop, the greater your chances of building a long-term relationship.

Anna Britnor Guest specialises in the individual coaching of IT salespeople.

Call 0870 733 3313 or email her at annabg@coachingnetwork.org.uk.

Like this story? Spread the news by clicking below:

 del.icio.us     Digg this     reddit!