B2B Account Development/Management

Strategic Account Development and Management for B2B [BASIC]

By : Rowen Paul A. Untivero

  Participants are given a parallel strategy case to solve that will eventually reveal plenty of realizations in terms of account strategy realities.

The program provides original frameworks, guide processes and valuable templates that enable quick and practicable analysis of both business and organization-relationship dimensions. Given the findings, the templates will automatically point to the optimal business side strategy from among 13 neatly arranged strategies in a pyramid matrix, as well as the strategic relationship missions needed to win the business in relation to a particular account opportunity.

Stories, cases and examples are used to enable visualization of key learning points as well as the application end of the spectrum. A combination of methodologies such as case work analysis, dynamic group discussions, training master-induced class discussions, case work presentation and critiquing all confluence to solidify the participants’ grasp of the valuable strategies and tools. 

KEY BENEFITS TO PARTICIPANTS

The participants will:

  • Gain two (2) account-level tools that automatically point to the situation-relevant strategies  on how to win your specific account opportunities:

Account Business Situation Dimension

  1. Mansmith’s 1-page Account Business Dimension- Situation Capture linked to…

  2. Mansmith’s Pyramid Matrix of 13 Account Strategies

Account Organization-Relationship Situation Dimension

  1. Mansmith’s 1-page Account Organization-Relationship Dimension- Situation Capture linked to…

  2. Mansmith’s Matrix of Relationship Strategies

…which increase the probability of  winning the account business, while cutting the time needed to plan from days to just 15 minutes!

  • Gain Mansmith-original framework-anchored processes to win business in four (4) account situation archetypes:

  1. acquiring accounts,

  2. switching from competitors

  3. defending incumbency/expanding account business

  4. recovering dormant/lost accounts

  • apply the framework and tools to their own real-world accounts, the output of which are actual account strategies that can  immediately be executed when participants go back to their field of work


KEY BENEFITS FOR COMPANIES
Your company will gain:

  • from acquiring new accounts

  • from taking accounts away from competition

  • from defending and expanding business in existing accounts

  • from recovering accounts they have lost

  • from having reliable pipeline input figures that are realizable


WHO SHOULD ATTEND

  • Every person engaged or about to be engaged in handling accounts such as institutional, corporate, enterprise accounts or accounts along the value chain regardless of whether your company is selling products, services or a combination of both

  • Account management team members from the head to the front liners should undergo and their account development support group members, such as those coming from finance, marketing, operations and even the technical side, for as long as they may have a say or are part of the critical process that enables or detrimentally incapacitates acquiring clients and client opportunities


PROGRAM OVERVIEW
Pre-Cursor Activity: Parallel Simulation Case (will help illustrate the B2B Selling picture, components and realities)

  • Group Case analysis and dynamics

  • Presentation of strategy recommendations

  • Class-wide discussion

  • Realization extraction

  • Activity learning summary


Module  1: Demystifying the Client-side Complex Organizational Psyche

  • B2B Buying Complexities

  • Related Frameworks and Key Principles


Module 2:  B2B Account Situation Archetypes  

  • New acquisition

  • Switching from competition

  •  Incumbency Defense

  • Recovery of lost accounts

Process-based Tools for situation archetype analysis

  • S.E.C.U.R.E. new acquisitions

  • S.T.E.A.L. accounts by switching from competition

  • K.E.E.P. the incumbency of won accounts

  • S.A.L.V.A.G.E. accounts lost


Module  3: B2B Account Strategy Development – Business Dimension

  • Guided by the overall account strategy development process

  • Opportunity Analysis using a 1-Page Client Opportunity Review and Plan

  • Systematically Linked to 13 Account-level Value Propositions  laid out in easy to use pyramid-matrix for instant determination of situation-valid strategies


Module  4: B2B Account Strategy Development – Organizational-Relationship Dimension

  • Guided by the overall account strategy development process

  • Organizational-relationship situation analysis using a 1-Page template

  • Systematically identifies organizational relationship priority work needed

  • Provides best practice strategies for every role-player-allegiance-leverage situation


Module  5A: Tool Lab 

  • Group case analysis and dynamics

  • Familiarization usage of both the business and organizational relationship templates

  • Application of knowledge of the 4 account situation archetypes

  • Familiarization on how to link and instantly identify the situation-optimal strategies on both the business dimension and the organizational-relationship dimension

Module  5B: Presentations, Critiquing and Cross-pollination Segment

  • Accomplished Tools Presentation

  • Account Review and Planning Simulation

  • Multi-dimension Learning

    • As themselves

    • As their clients

    • As their competition

    • From critiquing co-participants

    • From being critiqued by co-participants

    • From the critiquing and coaching of the Training Master

  • Summary of learning points per case

Case examples from the following products / industries may be cited:

  • Advertising

  • Automotive

  • Agriculture

  • Banking and Finance

  • Construction

  • Education

  • Energy

  • Food & Beverage

  • Insurance

  • Personal Care

  • Professional Services

  • Telecom

  • Technology

Case examples of the following scenarios shall be discussed:

  • Understanding the complex nature of account development of institutional, corporate and enterprise accounts

  • Psychology of the buying organization

  • Finding the weakness of incumbents to enable switching accounts from competition

  • Plugging own incumbency weaknesses to avoid account loss to competition

  • Strategizing to acquire new accounts

  • Planning on how to recover lost accounts

  • How to still win the business even if the client’s decision maker is an enemy

  • When and how to use Master and Puppet strategies

  • 13 Value proposition strategies where 10 are not about giving away profit unnecessarily through price cuts







ABOUT THE INDUSTRY EXPERT

ROWEN UNTIVERO   
Partner and Chief Sales Strategist 

  • A veteran of Training, Coaching and Consulting with almost 3 decades of successful sales, buying and negotiation practice, injector of science in the fields of selling, negotiation, sales management, business-to-business marketing as well as management in general via his original framework, processes and tools.

  • He has contributed much science to business as the pioneering developer of the world’s first mathematics of negotiation, the strategic nego-mapping methodology, reading and projecting verbals and tones, systematic account development strategies, tools in a business-to-business setting,  sales management framework, simplified problem solving, effective coordination, the 4 modes of management, conflict resolution, problem solving, effective coordination and smoothen communication in organizations and many more.

  • He provides a 360-degree and multi-dimensional set of perspectives from that of the CEO, middle management, down to that of the front-liner and staff member and has had exposure in almost every industry.

  • He graduated Cum Laude at the University of the Philippines, Diliman, with a bachelor’s degree in BS Economics,; supplemented by MBA studies in De La Salle University, an Executive Education Program on Strategic Business Leadership from the University of Chicago Booth School of Business-Illinois, USA.

  • He was Country Manager for Alcatel Mobile Phones, before moving to entrepreneurship.