Target account development Reach decision-makers at target companies.
New market entry Test a sector before investing in it.
International expansion First customers in a new country.
Launching a new offering Measure market interest in a product.
Commercial opportunities programme Qualified meetings every week for 90 days.
Signal-based outreach Engage when the need arises.
Trade shows and events A full schedule before the trade show opens.
Account reactivation Reconnect with lost accounts.
Eleven industry groups
Nine engagements, from situation to outcome
Regulations and markets
Firm presentation
A commercial growth firm
Most prospecting lists are based on an activity code and company size. This is not enough to sell a technical offering.
Beyond the industry code
An industry code does not accurately describe what a company does. A "wholesaler" may manufacture, while a "manufacturer" may primarily distribute. For a technical offering, we need to examine the company's actual activity: products, processes and customers.
The five criteria
First criterion: actual activity, based on the company's website and documents. Second: its size and number of sites. Third: its similarity to your best current customers. Fourth: recent signals, such as an investment or appointment. Fifth: access to decision-makers.
An account that meets all five criteria is worth dozens of accounts selected solely on the basis of their industry code.
Start with your customers
The best definition of a target account comes from your current clients. What do the ten most profitable have in common? This description, more than any sector, indicates where to look for the next ones.
