Account Prioritisation

Prioritizing accounts effectively is a principle skill that must be learned to achieve a maximum return on time invested in the development of sales growth. Any sales person will tell you that they definitely prioritize their accounts.

PACH Solutions advocate a four step process to prioritisation:

Step 1 – Allocate Time between Maintenance and Development

  • “Best customers” are those where you are their primary source for the products that you sell. However, a word of caution, just because an account is your biggest account does not mean that they should necessarily be your number one priority. You must consider potential for growth when determining your call schedules.

Step 2 – Determine Potential Purchase Index

  • One criterion to consider when contemplating how to allocate your time is what the ultimate reward is.  How much business is there to be had from developing a relationship and becoming “Supplier of Choice?”  Quantifying a customers ultimate potential is crucial.

Step 3 – Determine Probability Index

  • The second criteria that should be considered when allocating precious sales time is the “probability of success” shown in the table below.  No matter how much business you could do with a customer it probably doesn’t make any sense spending much time calling on them if you know that they will never buy from you or that you will never be more than a tertiary supplier. This can happen for any number of reasons and you must be able to identify precisely what your status is at the account and what your true potential for growth is.
  • What are some ways to gauge the chances of success for gaining increased business from a potential customer?
    • Level of satisfaction with current supplier
    • Recent success “cracking the account”
    • Recent changes at the account in decision makers
    • Recent changes at your competition
    • Recent quality or service problems at the account
    • Unique programs  you offer that are in alignment with the accounts strategic objectives
    • Tangible Cost savings (not price reduction) opportunities at the account

Step 4 – Determining Attractiveness Score

  • The attractiveness score is a composite value based on a customer’s potential index and probability index.  The ultimate attractiveness score for a customer is 10.  This score is the result of a customer being in the highest tier of purchase potential as well as having the highest level of probability to buy from you.
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