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Tactical Account Penetration advice / tips / help

First post in the War Room so apologies if this is already a thread or something similar.


I am a mid market rep in a "named account" type role meaning I have about 50 key accounts for the year. Most of them are net new prospects with a few exceptions. Needless to say, we're five months into the year and I feel like I've pretty exhaustedly tapped these accounts - I've reached out to just about every potential buyer / end user, done email campaigns, cold calls, you name it. In the past I've also done handwritten notes and gift cards but that hasn't been super effective so I'm coming here for advice.


For those who have been in a similar type role, what have you done to penetrate accounts in this fashion? Meaning, you're stuck with these accounts for the year and you need to make something happen. How do you go about it? What to do / what not do? Any lessons learned and tips? I am looking for very tactical advice that I can implement tomorrow.


thanks in advance

πŸ”Ž Prospecting
πŸ‘‘ Sales Strategy
☁️ Software Tech
3
CoorsKing
WR Officer
+11
King of the Coors Knights
Just keep refining the business case, eventually something will stick. It isn't a quantity game with these accounts, you most likely just haven't connected the right message with the right buyer. For context, I sell to some of the top Fortune companies. I spend about 20-30 hours of research building business cases on why we can help these accounts before I actually reach out to an exec. Only then have I found success selling in to them.Β 

Think about the thousands of companies trying to sell to them as well, how do you separate yourself from the noise?Β 

Another tip is reach out to similar orgs you partner with that have sold into your target already - who did they sell to, what was the process like, etc.

Finally - don't give up. I have an account it took me 2 years to crack, and I am currently running a cycle that would be 900% larger than the current company record (high $20Ms annually).Β 
mrsexyspizza
Politicker
+7
Mid Market AE
Thanks for replying - this is valuable insight. Can you give an example of how you are articulating a business case once you've found it? And what are you looking for during your research?
CoorsKing
WR Officer
+11
King of the Coors Knights
At the highest level, all businesses have the same goals:
1) Increase revenue (either by decreasing bottom line OR increasing sales)
2) Increase security
3) Decrease friction for employees and customers

From there, it breaks down further depending on the title.Β 

So, Step one is to figure out which or all your product will help with.Β 

Step 2 is to do some digging (10Ks, analyst reports, earnings calls, random articles on google) and find some pain they are having doing the above.Β 

Step 3, articulate how your product can bridge the gap between current state, and desired state which aligns with the above.Β 

Step 4, make the case more or less technical, depending on what level you are talking to, and then it is a matter of trial and error / refining from there. I would suggest starting mid level, and find a coach or champion who you can vet your case against.Β 
Show 1 more replies
Salespreuner
Big Shot
+11
Regional Sales Director
This is uber cool approach!
CuriousFox
WR Officer
+11
Senior Account Executive
Have you reached out to various contacts/titles within the company?Β 
mrsexyspizza
Politicker
+7
Mid Market AE
Yes, every persona that would either be a user or potential buyer
braintank
Politicker
+6
Enterprise Account Executive
Have you tried asking for referrals? If your key accounts are in the same region or industry, there is a good chance you could leverage some of your customers for introductions to new accounts.
Salespreuner
Big Shot
+11
Regional Sales Director
Reach, connection and extension (referrals) this will return well
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