Back To The Bascis

This week I have been hit by different folks from large accounts like EchoStar, ComCast and AT&T all spending millions of dollars. I was struck about how they all spoke about the same thing. To earn business they all ask for the same basic things:

• Provide demo equipment when asked for


• Support the demo with on-site folks that through it will learn about the needs


• Provide a quote of the requested equipment / services


• Respond to calls


• Ship product that was ordered and deliver on the date as was comitted


• Provide post sales support

It was striking to hear key customers say how 15 minutes in shipping can ruin 6 months of key account management.

Success x Success = Trouble

To become very successful in key accounts these are some valuable lessons:

• Sell the account to the company with equal effort as you sell the company to the account
• Involve the whole company in the process
• Review the operations from the time of the sales order to successful launch of service/campaign
• Anticipate problems, prepare for the worst, focus on success
• Communicate up/down/sideways, broadcast
• Cost it out, maintain cashflow overview
• Create a back-up plan for when it all fails

When success in key accounts takes off expect trouble around the corner. This trouble normally expresses itself by:

• Customer expectations not being met
• Company going into fire fighting mode
• Pulling resources from around the company hurting other pieces
• Customer upset

When/if the trouble hits I found these lessons as extremely helpfull:

• Do whatever it takes to fix it
• Take responsibility
• Act swiftly and efficiently
• Step in and take charge
• Don't assign blame
• Stay calm
• Communicate
• Keep your eye on the ball

I wish someone told me, coached me on these valuable lessons. Thank god for books!