Post on 06-Apr-2017
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Growing equity, realizing value
8 Levers Webinar Series
Client Relationships Webinar
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Sell more of what you doto people you already know
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When we look at a consulting firm we use our Equity Growth Wheel
Market Proposition
IntellectualProperty
Quality ofFee Income
Sales &MarketingProcess
ConsultantLoyalty
ClientRelationships
Sales &Profit Growth
ManagementQuality
EquityGrowthWheel
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Most sales effort and revenue should be prioritised on current clients and current services
20%
60%20%
Proportion of effort by service and client
Current
Current
New
New
Serv
ices
Clients
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The basis for developing good client relationships is a simple account management process
• All your existing accounts need to be examined by the client account management process• Once you have decided which clients to focus upon, account plans need to be created and
then managed
1. Classify clients 2. Create account plans
3. Manage account plans
Update Sales Pipeline
Contribute to Budget Process
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There are four account types and each one requires a different management approach
Account Type
Typical Characteristics Typical Revenue per Account
Account Management Approach
Key High value, possibly annuity account, providing a significant contribution to the revenue stream, now and in the foreseeable future
>10% of total Focus
Emerging Medium value account with the potential to develop into a strong revenue stream
1-10% of total Develop
Transaction Relatively low value account which provides sporadic opportunities, but little future growth potential
1-10% of total Maintain
Exit Low value, possibly loss-making, with no growth potential
<<1% of total Monitor
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It is important to classify clients so that the appropriate level of account management can be applied
1. Map accounts onto the Client Growth Matrix using profitability data from last 12 months2. Complete Pareto analysis based on revenue over last 12 months
Hi
Lo
Curre
nt P
rofit
abilit
y
Growth Potential HiLo
1 2
3
10
6
913
87
5 4
Client Growth Matrix Client Revenue Pareto
Key Emerging/Transaction Poss. Exit
14
11
12
Key Emerging Transaction Exit
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The key account team meets to create the account plan
1. Summarise client business
2. Summarise relationship with
client3. Define client
needs4. Create
stakeholder plan
5. Complete SWOT analysis
6. Identify opportunities for additional work
7. Articulate your account
objective8. Create the
plan
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Stakeholder Name
Stakeholder Objectives
Management Strategy
Messages Needed
Action Responsible
Make sure the account plans are simple to follow and administer
Opportunity Customer Potential Value
Action Responsible Complete by date
Sales Opportunities Plan
Stakeholder Plan
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For your Client Relationship homework try these Start, Stop, Continue strategies
Classify your accounts and appoint managers for the key onesStart
Stop
Continue Updating your sales pipeline with forecasts from your client accounts
Stop spending all your time in the key accounts on delivery only: make time for account management.Stop spending any senior management time on the exit accounts
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Confidential© Equiteq 2015 equiteq.com
Growing equity, realizing value
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