Fundamentals of key account selling

f, r-ltosr evenv professional B2B salesperson comes to .frl,grips with one of the challenges of penetrating key accounts. Key accounts are different than the ordinary and require more sophisticated skills and strategies.

Here are four fundamentals for effectively penetrating key accounts.

L. Recognize that key accounts are different.

First of all, they are larger. But that's only the beginning. Their decision-making processes will be much more complex and, in some cases, highly structured. A product that may, in a smaller account, only need one person's approval to purchase can require dozens of people to sign offon it in a key account.

The people have widely different specialty skill sets, perspectives and motivations. In smaller accounts, you may only have to deal effectively with an owner or executive. In key accounts, the same product may require skillful communications with an engineer, a purchasing agent, a project manager, and a foreman. Each of these specialties is likely to have a different personality type, challenging the sales person to adapt.

Because of the size and complexity, there are a variety of motivations and agendas inside a key account. A naive salesperson can be constantly frustrated because they all don't think the way he/she thinks. If you don't adjust your strategies and tactics to the unique dynamics of a key account, you will be wasting your time.

2. Approach the organization of your time within a key account like you would your entire territory.

When you look at your territory, you see lots of indepen- dent units we call accounts. You understand that each has a unique set of needs, budgets and personal dynamics, and that each offers its own set of opportunities.

When you approach a key account, think of it as a territory on its own, with lots of units that act like accounts. These units can be departments, branches, plants or whatever organization exists within that account. Each one of them may conceivably have the ability to purchase or move forward the purchase of your products and services. Each unit, whatever it may be, has its own unique set of needs, budgets and personal dynamics. And, in many cases, the purchasing power of one of those units can far outstrip the purchasing power of one of your smaller accounts.

Just as you would begin your work in your sales territory by first identifying all the potential accounts, so, too, you begin your work in a key account by identifying all the individual units and then understanding the relationships among them. Just as you would take six months or a year to come to know the accounts in your territory, expect that it will take a like period of time to identify and come to know all of the units within your key accounts.

Just as you would attempt to ascertain what opportunities there were in each ofyour other accounts, try to uncover the opportunities in each ofthe key account units.

While key accounts are more complex and require some more sophisticated strategies and skills on your part, the perspective that you take to managing your time in a key account should mimic the perspective you take in coming to know the accounts in your territory.

3. Understand that you gain traction in key accounts through relationships, leverage and organization.

If you are going to have influence in a key account, you must have relationships with the influential people. Because of the size of a key account, and the natural movement of people within it, that means that coming to know the influential people is not an event which has an ending, but is rather a constant process that never ends. Make a list of the people who should know you, and update it after every sales call.

Who are the department heads in each of those units? Who are influencers? The decision makers? Who could be a champion for you?

Not only do you need to proactively expand your relationships deep into the organization, but you also need to focus upward. Get to know the people who oversee combinations of units, and the C-level people in the corner suites.

There is a fundamental equation in B2B sales, and it operates just as reliably in key accounts as it does elsewhere:

Relationships lead to opportunities. Opportunities lead to projects. Projects lead to sales.

So, if you want to increase your sales, begin with relationships. The primary way you do that is to leverage every question, every positive relationship, every conversation, and every opportunity to more of the same. Leverage, in this case. means using something to create something additional. In other words, you use every conversation as an oppofiunity to open the door to more. Assume the attitude that there is always more. There are more people to meet, more opportunities to uncover, more problems to solve, and more needs to fill.

In every single sales call, you ought to ask, "Who else should I be talking to?" Or, "Who should I know in xxxx department?" If you successfully sell something, that experience should be leveraged to uncover the next opportunity. If you meet someone, that relationship should be leveraged to create more. And so it goes, unending.

4. Finally, remember that key accounts are no place for the unorganized salesperson.

Successfully selling to a key account requires organizational tools and disciplines that are a stretch for the average salesperson. Imagine all the people you need to know, multiply them by the relationships and agendas among them, overlay that with the account's strategies, needs and budgets, factor in all the opportunities and the steps in each process necessary to bring it to fruition, and you'll begin to get an idea of the degree to which you'll need to collect information, store it, and continually use it. A sophisticated CRM system is a must, as is the discipline to use it religiously.

While these few ideas are not the whole story, they will get you started in your efforts to successfully sell to key accounts. Recognize the difference, plan your time as if each were a sales territory on its own, and apply the weapons of relationship, leverage and organization to the task. You'll be well on your way.

- Dave KahLe is a leading sales educator, speaker, and author of nine books, including How to Sell Anything to Anyone Anytime. Reach him through dave@ davekahle.com. Building-Products.com

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Extruded Railing

Hampton extruded rail system by INTEX Millwork Solutions is crafted from cellular PVC, for

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New Diesel Lifts

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UMPQUA EVENT (continued from previous page) had a theme of "Tiki Nights". [1] Matt Duquette, Blake Keitzman, Alex Rogers, Andrea Stratton, Jay Bishop, Kim Spaulding. [2] Lennie Johnson, Tim Hunt. [3] David Miles, Shelly Gillan, Mark Swinth. [4] Matt Kolar, Stella & Art Reid. [5] Patrick Cardoza, Robert Spaulding. [6] Joe Robinson, Kurt Batey, Lisa Rappe, Bill Livingston, Ron Tiller, Kevin Lang. [7]Jackie & Brian Johnson. [8] George Hewitt. (More photos on next page)

Anthony Adds Span Galculator

Anthony Forest Products has added a lumber span calculator to its website at www. anthonyforest.com. A mobile app version for Apple and Android smartphones is also available.

Powerful Solutions uses the new southern pine design values to calculate spans and compare spans of southern pine versus other lumber species. Pull-down menus allow users to input species, grade, member type, deflection limits, spacing, and loading conditions.

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MORE OREGON FUN (confinued from previous tuvo pages); [1] Allyn Ford, Eric Ford. [2] Ron & Joni Hanson. [3] Jeff Rice, Tod Kintz. [4] Judge Godfrey, Jim Weber. [5] Tonya

[6]

West Coast Lumber & Building Material Association chose "Make Time for a Tropical Break" as the theme of its annual convention, Oct. 17-18 at the U.S. Grant Hotel, San Diego, Ca.

A golf tournament at Coronado Golf Course will start the event, folIowed by an opening reception and products expo.

After a full day of informational events, attendees can enjoy a cocktail reception and president's dinner.

Mountain States Lumber & Building Material Association will host its annual fall conference Oct. 3-5 at Hotel Monaco, Denver, Co.

Rick Davis will lead a sales boot camp. Filling the talent gap will be the subject of Jim Shaffer's talk, and Cybelle Lyon will discuss selection assessment best practices.

Social events will include a LoHi craft beer tour and a spouse's cooking class at Panzano's.

MSLBMDA has also scheduled an estimating workshop for Nov. 13-14 at

Ramada Plaza Denver Central. Denver, Co.

APA-The Engineered Wood Association will host its annual meeting Nov. 2-4 at the Hyatt, Huntington Beach, Ca.

North American Deck & Railing Association gathers for its Oct. 16 annual meeting at Lakeside Center at

Insurers lLM, PLM Join Forces

Indiana Lumbermens Mutual Insurance Co. and Pennsylvania

Lumbermens Mutual Insurance Co. have struck a deal to affiliate their companies, creating common management, shared services, and pooled reinsurance.

The newly affiliated group will be headquartered at PLM's offices in Philadelphia, Pa., although significant operations will continue in Indianapolis, In.

Current PLM president and c.e.o. John K. Smith will serve as c.e.o. of the integrated organization. John F. Wolf will retire as president and c.e.o. of ILM and become a member of the board of directors of both companies.

McCormick Place, Chicago, Il., in conjunction with Deck Expo.

Los Angeles Hardwood Lumberman's Club presented $500 grants to the winners of its 2nd annual student essay contest: Kimberly Bohannon, Kyle Fitzgerald, Chris Dingman, and Charles Buechel III.

The subject of this year's contest was the "positive and negative aspects that trees and their products have on our environment."

The affiliation is not a merger. Over time, there will be a gradual sharing of resources, but the companies' names, brands and unique products will be preserved.

The deal is subject to approval by the applicable departments of insurance-a process that management expects to be completed by year's end.

ILM was established in 1897-two years after the founding of PLM.

Robert Courtiol "Bob" Stockton, 67, chief financial officer for J.H. Baxter, San Mateo, Ca., died Aug. I l.

After serving in the U.S. Army in Vietnam, he worked for Kaiser Steel before joining his brother, Al, in running San Bruno Lumber Co., San Mateo, for 20 years.

John Santo, 65, sales rep for Weyerhaeuser, Federal Way, Wa., died July 21.

Jacqueline Ann Hunt, 78, former co-owner of Flint Creek Lumber. Hall. Mt., died Aug. 17 in St.Ignatius, Mt. She and her husband. Ernest Hunt.

F2M Introduces Price

Forest2Market has introduced a National Delivered Price Benchmark as the latest addition to its Forest2Mill product line, a suite of services designed for buyers and sellers of logs and wood raw materials. The new report expands upon the transactionbased delivered price benchmarks offered in the South, Pacific Northwest, and Lake States regions of the U.S.

"The National Delivered Price Benchmark provides a regional-comparative of market trends and price data that industry participants can use to remain competitive in a 'buy local, sell global' marketplace," said founder, president and c.e.o. Pete Stewart. "Forest products companies sell their products on a national and

Ctassified

operated Flint Creek in the 1960s. In 1973, they relocated to St. Ignatius and started Hunt's Timbers.

Larry Maurer, 76, retired coowner of Maurer Enterprises, Grants Pass, Or., died July 23 in Grants Pass. He helped run the remanufacturing plant with his sister, Lou Ann, from 1979 to 2001.

Bryan Dale Ruth, 57, plumbing manager for Reedley Lumber & Hardware, Reedley, Ca., died Aug.24.

Franklin Dee Shoemaker, 80, retired 39-year employee of Meeks Lumber, Carson City, Nv., died Aug. 19.

Benchmarks

global scale, yet facilities must buy the wood raw materials needed to produce these goods from the local market."

The report compares the differences in wood raw material costs (pulpwood, chips and sawtimber) across the three existing benchmark regions. Delivered fiber and log prices and trends are benchmarked for softwood and hardwood total fiber, by region and mill type. It also reports data on domestic sawlogs by region and species, and compares the export and domestic markets for Douglas fir and Hem-fir.

"Wood raw materials are some of the most volatile operating costs facilities face," said Suzanne Hearn, v.p. of marketing and sales. "The National Benchmark provides insight into these variable costs, helping wood products manufacturers level the playing field between local, national and global markets."

Store Glerk Stabbed to Death

An employee of Oliver's Ace Hardware. El Sobrante. Ca.. was fatally stabbed l7 times by a man who told authorities that he was "following Allah's directions."

The tragedy unfolded on the morning of Aug. 4, when Daymond Agnew intervened in a conversation between a customer trying to pick paint colors and employee Daniel Joseph Stone. When Stone said he was fine helping the customer by himself, Agnew went to the back of the store and spraypainted his face black and silver-the colors of the Oakland Raiders football team.

Stone then walked to the front of the store to ask other employees to call 911. Agnew reportedly followed him, stabbed him from behind, and then ran from the store. The suspect ended up at the home of the store's owner, Richard Oliver, where he grabbed the owner's dog and entered the house.

After Agnew was arrested and charged with murder, he told police that "the Raiders are favored by Allah." His previous convictions were for a weapons violation and fraudulent use of an access card.

Stone, who had worked at the store for just nine months, was described as a good-natured man who was always joking and doted on his grandchildren.

"He was a great guy and his life was ended by a random act of violence," said Oliver.

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WEST COAST Industrial Lumber is currently seeking two experienced lumber broker/salespeople for domestic sales. The candidate will become part of a team with responsibility for purchasing and sales. Would like qualifications to include: Existing network of business relationships and following among customers and/or sawmills. Please send resume in confidence to lana@wcilumber.com. Please reference "MERCHANT AD" in the subiect line.