How Clients Buy Three Legs of a Stool
May 22, 2017
In this discussion, Ann Kieffaber, a recently retired managing director at Accenture with extensive experience in health analytics, delves into the complexities of selling services to large organizations. She emphasizes the importance of understanding the buying ecosystem, where no single decision-maker exists. Key topics include building authentic client relationships by balancing personal connections with professional insight, and the critical role of strategic account planning in enhancing client engagement. Kieffaber also highlights the necessity of navigating intricate decision-making dynamics in business development.
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Effective Communication
- Employ a clear two-way communication strategy, articulating your point of view while using the client's language.
- Validate your understanding and ensure a continuous dialogue.
Account Planning
- Create a well-thought-out, persistent plan for developing relationships within the account.
- Research the account thoroughly, understand its players, and know your competition.
Building Relationships
- Build multi-dimensional relationships with key players in the account.
- Go beyond the professional level and nurture personal connections.